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 reader’s 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. Don’t stretch facts, don’t overstate, don’t generalize, don’t 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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