1. With Dynamic Headlines

2. A well-written story will go unread if the headline does not grab the reader. Headlines also serve as a graphic element on the page. Hook the reader

3. Ties into the lead of the story and the subject of the photo. Main headline

4. secondary headline adds information found in the story. Sub-head

5. Types of headlines… 1. Hammer 2. Kicker 3. Tripod 4. Wicket

6. Hammer: A hammer consists of one or more lines of a primary or main headline over one or more lines of secondary headline or subhead. Reign & Rain Five inches of pouring rain don’t dampen festivities Primary Secondary

7. Checklist Use fact-filled secondary heads and eye-opening primary heads. Use contrasting type styles between primary and secondary heads: bold and italics, for example Do not split an infinitive or prepositional phrase from one line to the next. Don’t split a word with a hyphen from one line to the next. Do not split a proper name from one line to another. Don’t split a verb phrase, prepositional phrase or infinitive phrase from one line to another.

8. More checklist Don’t abbreviate unless the readers will understand. Use numerals rather than spelled out numbers Omit the articles a, an and the. Avoid passive forms of the verb to be. Refer to the Associated Press Style Book if necessary. Consistency of style is important.

9. More checklist Primary head should be tied to the main photo if there is one. Avoid stating the obvious. Tell the reader something new. Do not repeat key words from one part of the headline to the other. Write in present tense if the event has already happened. Write in future tense or use infinitive (to + verb) to show that something will happen in the future.

10. More checklist Main headlines do not necessarily have to have a subject and verb. Secondary headlines should always have a subject and a verb.