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The Art of Good Headline Writing

The Art of Good Headline Writing. Headline Writing as an Art: Original, duh titles -- headlines. “Away We Go” (title of famous musical) "Oklahoma!". Headline Writing as an Art: Original, duh titles -- headlines. “$3,000” (title of Julia Roberts movie) "Pretty Woman".

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The Art of Good Headline Writing

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  1. The Art of Good Headline Writing

  2. Headline Writing as an Art:Original, duh titles -- headlines • “Away We Go” (title of famous musical) • "Oklahoma!"

  3. Headline Writing as an Art:Original, duh titles -- headlines • “$3,000” (title of Julia Roberts movie) • "Pretty Woman"

  4. Headline Writing as an Art:Original, duh titles -- headlines • “Tomorrow Is Another Day” (title of famous novel and then movie) • “Gone With the Wind”

  5. August Rodin, asked how to sculpt an elephant, is said to have responded: Take a big block of marble and carve away everything that doesn't look like an elephant. Headline Writing as an Art

  6. Carving Away Everything That Does Not Look Like a Headline • Toss some words up on the screen. • View them like a lump of formless clay. • At first, disregard the "count" and write the head the way you would like it to appear.

  7. Carving Away Everything That Does Not Look Like a Headline • Then begin to carve away. • Make as few changes as possible to fit the headline. • But stay close to your original thought: • Drop the most expendable words • Switch to better-fitting words • A thesaurus or your synonym finder may help.

  8. Carving Away Everything That Does Not Look Like a Headline • Identify the key angle and key words. • Follow the checklists that help achieve consistency and quality.

  9. Carving Away Everything That Does Not Look Like a Headline • Recognize that headlines tell the story best when they are: • Clear • Specific • Precise • Dense with information.

  10. Headline Writing as Art – Reaching for a Higher Level • Try brain-storming around word association • To approach the headline from less obvious tangents • Come up with some key words • Free associate internally • Free associate while digging through reference texts • A dictionary • A thesaurus • An encyclopedia • A book of quotations

  11. Headline Writing as ArtGood Wordplay vs. Bad Wordplay • Good wordplay: • Uses contrast • Twists a phrase • Twists a cliché • Pleases the ear • Does not rely solely on alliteration or assonance

  12. Headline Writing as ArtGood Wordplay vs. Bad Wordplay • Bad wordplay: • Is a groaner of a pun • Magnet Manufacturer Attracts Earnings • Is an obvious thread-bare cliché • Relies solely on alliteration or assonance • Feds Find Fraud at Fannie

  13. Headline Writing as Art – Example of Bad Wordplay • This example is adapted from the editing blog FirstDraft – at www.timporter.com/firstdraft/

  14. Here's to You, Cliché Writers Everywhere • The death of actress Ann Anne Bancroft this week produced a gaggle of "Mrs. Robinson" headlines - and the subsequent send-up of same by sharp-eyed (and sharp-tongued) headline watchers. • They rightly skewer the "Here's to You" heds as predictable clichés.

  15. Here's to You, Cliché Writers Everywhere • Nicole Stockdale, a copy editor, rounds up a collection of Mrs. Robinsons heds on her blog, A Capital Idea: • Here's to you, Mrs. Robinson (Atlanta Journal-Constitution 1A promo) • To you, Mrs. Robinson (San Antonio Express-News 1A promo) • Here's to you, Mrs. Robinson (St. Paul Pioneer Press) • Here's to you, Anne Bancroft (USAToday.com) • And here's to you, Ms Bancroft (London Times) • Here's to you, Mrs Bancroft (The Age of Australia) • So here's to you, Mrs Robinson ... (Scotsman.com) • 'Graduate' co-star dies: Here's to you, Mrs. Robinson (San Jose Mercury News) • And Here's to You... Remembering Anne Bancroft (Slate)

  16. Headline Writing as Art • Story about a police dog retiring from the force. • Key Words? • Long arm of the law • Bow out • Dogs = bark – bowwow

  17. Headline Writing as Art Long paw of the law bowwows out

  18. Headline Writing as Art • Roller coaster manufacturers tout their new, much more exciting products for the upcoming summer season. The most exciting ever, they say. • Key Words? • Roller coasters • Promoters / Carnival & Fairs = barkers • Promise / assure = vow

  19. Headline Writing as Art Roller coaster barkers vow wows

  20. Story about school district banning prayers at graduations • Key words? • Schools ordered/told/commanded not to allow prayers • Think about it – write one in your head.

  21. Thou shall not pray at graduations

  22. Headline Writing as Art Babies go from drug exposure to hug exposure

  23. Headline Writing as Art Radio waives fidelity to facts Contest loser takes exception to station’s deception

  24. Headline Writing as Art Catch a wave and a viral-caused infection Pollution has ruined Malibu beach, water lovers say

  25. Headline Writing as Art – Now, you try • Subject: A story about high school boys caught looking through a hole in a shower wall at girls in the locker room next door. • Boys get in trouble. • Story reports that the girls were very angry with their fellow students. • Write down some key words • Write a headline • Send me a copy of your headline by e-mail by Monday at 9 a.m. • Work together if you like – put all your names on submission

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