Writing headlines / 16 октября 2007 г.
Headlines should interest, inform, intrigue, sometimes entertain. They have to fit the space and the story. In writing a headline:
- Read the story thoroughly.
- Identify the central point. Put yourself in the readers shoes: You have read the story and then written the head; the reader reads the headline first, and has no knowledge of what the story is about.
- Be accurate. Dont stretch facts, dont overstate, dont generalize, dont mislead.
- Be fair. Avoid any editorial slant. On controversial stories, ask yourself if both sides will regard the headline as fair.
- Be absolutely clear. The headline is your store window; watch for possible confusion, ambiguity, or unintended meaning.
To count headlines:
lower case letters |
1 |
caps |
1½ |
except m, w |
1½ |
except M, W |
2 |
and f, l, i, r, t, j |
½ |
|
|
|
|
|
|
word space |
1 |
|
|
numerals |
1 |
|
|
punctuation |
½ |
|
|
Head chart (bold and light)
(Helvetica)
(5-column format: 11½-pica column)
|
1 col |
2 col |
3 col |
4 col |
5 col |
14 pt |
21. |
43. |
|
|
|
18 pt |
15.5 |
32. |
|
|
|
24 pt |
11. |
22.5 |
34. |
|
|
30 pt |
9.5 |
19. |
29. |
|
|
36 pt |
7.5 |
15.5 |
23.5 |
31.5 |
|
42 pt |
6. |
12. |
18.5 |
24.5 |
30.5 |
48 pt |
5.5 |
11. |
17. |
22.5 |
28. |
54 pt |
5. |
10. |
16. |
21. |
26.5 |
60 pt |
4.5 |
9. |
14. |
19. |
23.5 |
72 pt |
3.5 |
7. |
10.5 |
14. |
17.5 |
наверх
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