TITLES AND HEADLINES![]() IMPORTANCE OF HEAD AND TITLE. Headlines or titles, illustrations, and names of authors are the three things that first catch the eye of the reader as he turns over the pages of a newspaper or magazine. When the writer's name is unknown to him, only the illustrations and the heading remain to attract his attention. The "attention-getting" value of the headline is fully appreciated not only by newspaper and magazine editors but by writers of advertisements. Just as the striking heads on the front page of a newspaper increase its sales, so, also, attractive titles on the cover of a magazine lead people to buy it, and so, too, a good headline in an advertisement arouses interest in what the advertiser is trying to sell. A good title adds greatly to the attractiveness of an article. In the first place, the title is the one thing that catches the eye of the editor or manuscript reader, as he glances over the copy, and if the title is good, he carries over this favorable impression to the first page or two of the article itself. To secure such favorable consideration for a manuscript among the hundreds that are examined in editorial offices, is no slight advantage. In the second place, what is true of the editor and the manuscript is equally true of the reader and the printed article. No writer can afford to neglect his titles. VARIETY IN FORM AND STYLE. Because newspapers and magazines differ in the size and the "make-up" of their pages, there is considerable variety in the style of headlines and titles given to special feature articles. Some magazine sections of newspapers have the full-size page of the regular edition; others have pages only half as large. Some newspapers use large eight-column display heads on their special articles, while others confine their headlines for feature stories to a column or two. Some papers regularly employ sub-titles in their magazine sections, corresponding to the "lines," "banks," and "decks" in their news headlines. This variety in newspapers is matched by that in magazines. Despite these differences, however, there are a few general principles that apply to all kinds of titles and headlines for special feature articles. CHARACTERISTICS OF A GOOD TITLE. To accomplish their purpose most effectively titles should be (1) attractive, (2) accurate, (3) concise, and (4) concrete. The attractiveness of a title is measured by its power to arrest attention and to lead to a reading of the article. As a statement of the subject, the title makes essentially the same appeal that the subject itself does; that is, it may interest the reader because the idea it expresses has timeliness, novelty, elements of mystery or romance, human interest, relation to the reader's life and success, or connection with familiar or prominent persons or things. Not only the idea expressed, but the way in which it is expressed, may catch the eye. By a figurative, paradoxical, or interrogative form, the title may pique curiosity. By alliteration, balance, or rhyme, it may please the ear. It permits the reader to taste, in order to whet his appetite. It creates desires that only the article can satisfy. In an effort to make his titles attractive, a writer must beware of sensationalism and exaggeration. The lurid news headline on the front page of sensational papers has its counterpart in the equally sensational title in the Sunday magazine section. All that has been said concerning unwholesome subject-matter for special feature stories applies to sensational titles. So, too, exaggerated, misleading headlines on news and advertisements are matched by exaggerated, misleading titles on special articles. To state more than the facts warrant, to promise more than can be given, to arouse expectations that cannot be satisfied--all are departures from truth and honesty. Accuracy in titles involves, not merely avoidance of exaggerated and misleading statement, but complete harmony in tone and spirit between title and article. When the story is familiar and colloquial in style, the title should reflect that informality. When the article makes a serious appeal, the title should be dignified. A good title, in a word, is true to the spirit as well as to the letter. Conciseness in titles is imposed on the writer by the physical limitations of type and page. Because the width of the column and of the page is fixed, and because type is not made of rubber, a headline must be built to fit the place it is to fill. Although in framing titles for articles it is not always necessary to conform to the strict requirements as to letters and spaces that limit the building of news headlines, it is nevertheless important to keep within bounds. A study of a large number of titles will show that they seldom contain more than three or four important words with the necessary connectives and particles. Short words, moreover, are preferred to long ones. By analyzing the titles in the publication to which he plans to send his article, a writer can frame his title to meet its typographical requirements. The reader's limited power of rapid comprehension is another reason for brevity. A short title consisting of a small group of words yields its meaning at a glance. Unless the reader catches the idea in the title quickly, he is likely to pass on to something else. Here again short words have an advantage over long ones. Concreteness in titles makes for rapid comprehension and interest. Clean-cut mental images are called up by specific words; vague ones usually result from general, abstract terms. Clear mental pictures are more interesting than vague impressions. SUB-TITLES. Sub-titles are often used to supplement and amplify the titles. They are the counterparts of the "decks" and "banks" in news headlines. Their purpose is to give additional information, to arouse greater interest, and to assist in carrying the reader over, as it were, to the beginning of the article. Since sub-titles follow immediately after the title, any repetition of important words is usually avoided. It is desirable to maintain the same tone in both title and sub-title. Occasionally the two together make a continuous statement. The length of the sub-title is generally about twice that of the title; that is, the average sub-title consists of from ten to twelve words, including articles and connectives. The articles, "a," "an," and "the," are not as consistently excluded from sub-titles as they are from newspaper headlines. SOME TYPES OF TITLES. Attempts to classify all kinds of headlines and titles involve difficulties similar to those already encountered in the effort to classify all types of beginnings. Nevertheless, a separation of titles into fairly distinct, if not mutually exclusive, groups may prove helpful to inexperienced writers. The following are the nine most distinctive types of titles: (1) label; (2) "how" and "why" statement; (3) striking statement, including figure of speech, paradox, and expression of great magnitude; (4) quotation and paraphrase of quotation; (5) question; (6) direct address, particularly in imperative form; (7) alliteration; (8) rhyme; (9) balance. The label title is a simple, direct statement of the subject. It has only as much interest and attractiveness as the subject itself possesses. Such titles are the following: (1) RAISING GUINEA PIGS FOR A LIVING One Missouri Man Finds a Ready Market for All He Can Sell (2) HUMAN NATURE AS SEEN BY A PULLMAN PORTER (3) THE FINANCIAL SIDE OF FOOTBALL (4) CONFESSIONS OF AN UNDERGRADUATE (5) BEE-KEEPING ON SHARES (6) A COMMUNITY WOOD-CHOPPING DAY (7) WHAT A WOMAN ON THE FARM THINKS OF PRICE FIXING The "how-to-do-something" article may be given a "how" title that indicates the character of the contents; for example: (1) HOW I FOUND HEALTH IN THE DENTIST'S CHAIR (2) HOW TO STORE YOUR CAR IN WINTER (3) HOW A FARMER'S WIFE MADE $55 EXTRA (4) HOW TO SUCCEED AS A WRITER Woman Who "Knew She Could Write" Tells How She Began and Finally Got on the Right Road The "how" title may also be used for an article that explains some phenomenon or process. Examples of such titles are these: (1) HOW A NETTLE STINGS (2) HOW RIPE OLIVES ARE MADE (3) HOW THE FREIGHT CAR GETS HOME Articles that undertake to give causes and reasons are appropriately given "why" titles like the following: (1) WHY CAVIAR COSTS SO MUCH (2) WHY I LIKE A ROUND BARN (3) WHY THE COAL SUPPLY IS SHORT A title may attract attention because of the striking character of the idea it expresses; for example: (1) WANTED: $50,000 MEN (2) 200 BUSHELS OF CORN PER ACRE (3) FIRE WRITES A HEART'S RECORD (4) THE PSYCHOLOGY OF SECOND HELPINGS The paradoxical form of title piques curiosity by seeming to make a self-contradictory statement, as, for example, the following: (1) SHIPS OF STONE Seaworthy Concrete Vessels an Accomplished Fact (2) CHRISTIAN PAGANS (3) A TELESCOPE THAT POINTS DOWNWARD (4) SEEING WITH YOUR EARS (5) MAKING SAILORS WITHOUT SHIPS (6) HOW TO BE AT HOME WHILE TRAVELING (7) CANAL-BOATS THAT CLIMB HILLS A striking figure of speech in a title stimulates the reader's imagination and arouses his interest; for example: (1) PULLING THE RIVER'S TEETH (2) THE OLD HOUSE WITH TWO FACES (3) THE HONEY-BEE SAVINGS BANK (4) RIDING ON BUBBLES (5) THE ROMANCE OF NITROGEN A familiar quotation may be used for the title and may stand alone, but often a sub-title is desirable to show the application of the quotation to the subject, thus: (1) THE SHOT HEARD 'ROUND THE WORLD America's First Victory in France (2) "ALL WOOL AND A YARD WIDE" What "All Wool" Really Means and Why Shoddy is Necessary (3) THE SERVANT IN THE HOUSE And Why She Won't Stay in the House A well-known quotation or common saying may be paraphrased in a novel way to attract attention; for example: (1) FORWARD! THE TRACTOR BRIGADE (2) IT'S LO, THE RICH INDIAN (3) LEARNING BY UNDOING (4) THE GUILELESS SPIDER AND THE WILY FLY Entomology Modifies our Ideas of the Famous Parlor Since every question is like a riddle, a title in question form naturally leads the reader to seek the answer in the article itself. The directness of appeal may be heightened by addressing the question to the reader with "you," "your," or by presenting it from the reader's point of view with the use of "I," "we," or "ours." The sub-title may be another question or an affirmation, but should not attempt to answer the question. The following are typical question titles and sub-titles: (1) WHAT IS A FAIR PRICE FOR MILK? (2) HOW MUCH HEAT IS THERE IN YOUR COAL? (3) WHO'S THE BEST BOSS? Would You Rather Work For a Man or For a Machine? (4) "SHE SANK BY THE BOW"--BUT WHY? (5) HOW SHALL WE KEEP WARM THIS WINTER? (6) DOES DEEP PLOWING PAY? What Some Recent Tests Have Demonstrated (7) SHALL I START A CANNING BUSINESS? The reader may be addressed in an imperative form of title, as well as in a question, as the following titles show: (1) BLAME THE SUN SPOTS Solar Upheavals That Make Mischief on the Earth (2) EAT SHARKS AND TAN THEIR SKINS (3) HOE! HOE! FOR UNCLE SAM (4) DON'T JUMP OUT OF BED Give Your Subconscious Self a Chance to Awake Gradually (5) RAISE FISH ON YOUR FARM (6) BETTER STOP! LOOK! AND LISTEN! The attractiveness of titles may be heightened by such combinations of sounds as alliteration and rhyme, or by rhythm such as is produced by balanced elements. The following examples illustrate the use of alliteration, rhyme, and balance: (1) THE LURE OF THE LATCH (2) THE DIMINISHING DOLLAR (3) TRACING TELEPHONE TROUBLES (4) BOY CULTURE AND AGRICULTURE (5) A LITTLE BILL AGAINST BILLBOARDS (6) EVERY CAMPUS A CAMP (7) LABOR-LIGHTENERS AND HOME-BRIGHTENERS (8) THE ARTILLERY MILL AT OLD FORT SILL How Uncle Sam is Training His Field Artillery Officers (9) SCHOLARS VS. DOLLARS (10) WAR ON PESTS When the Spray Gun's Away, Crop Enemies Play (11) MORE HEAT AND LESS COAL (12) GRAIN ALCOHOL FROM GREEN GARBAGE HOW TO FRAME A TITLE. The application of the general principles governing titles may best be shown by means of an article for which a title is desired. A writer, for example, has prepared a popular article on soil analysis as a means of determining what chemical elements different kinds of farm land need to be most productive. A simple label title like "The Value of Soil Analysis," obviously would not attract the average person, and probably would interest only the more enterprising of farmers. The analysis of soil not unnaturally suggests the diagnosis of human disease; and the remedying of worn-out, run-down farm land by applying such chemicals as phosphorus and lime, is analogous to the physician's prescription of tonics for a run-down, anæmic person. These ideas may readily be worked out as the following titles show: (1) PRESCRIBING FOR RUN-DOWN LAND What the Soil Doctor is Doing to Improve Our Farms (2) THE SOIL DOCTOR AND HIS TONICS Prescribing Remedies for Worn-Out Farm Land (3) DIAGNOSING ILLS OF THE SOIL Science Offers Remedies for Depleted Farms Other figurative titles like the following may be developed without much effort from the ideas that soil "gets tired," "wears out," and "needs to be fed": (1) WHEN FARM LAND GETS TIRED Scientists Find Causes of Exhausted Fields (2) FIELDS WON'T WEAR OUT If the Warnings of Soil Experts Are Heeded (3) BALANCED RATIONS FOR THE SOIL Why the Feeding of Farm Land is Necessary for Good Crops TIMELINESS IN DOING GOOD. To Be Great Concentrate ![]() ![]() ![]() ![]() ![]() ![]() ![]() Feedback |