ry does not fulfill. It should be based on the facts as set forth in
the story and nothing else."

The head should be a bulletin or summary of the important facts, not a
mere label.

It is usually best to base the head on the lead of the story. The first
deck should tell the most important feature. Every succeeding deck
should contribute new information, not merely explain previous
statements or repeat them in different language.

The function of the head is to tell the facts, not to give the writer's
comment on the facts.

The head for the feature story, the special department, the editorial or
the illustration may properly be a title that suggests the material it
advertises instead of summarizing it. Indeed, the success of a feature
story often depends on its having a head that directs the reader to the
story and arouses his curiosity in it without disclosing the most
interesting content. Head writers should beware of revealing in the head
the surprise of a story, if it has one.

Never turn in a head that you _guess_ will fit. Make sure. Heads that
are too long cause delay and confusion.

As a general rule write heads in the present tense.

Principal words should not be repeated. Do not, however, use impossible
synonyms, as _canine_ for _dog_ or _inn_ for _hotel_.

Make every deck complete in itself.

Use articles sparingly. Occasionally they are needed. Observe the
difference in meaning between _King George Takes Little Liquor_ and
_King George Takes a Little Liquor_.

Avoid such overworked and awkward words as _probe_, _rap_, _quiz_,
_Russ_.

Never abbreviate _President_ to _Pres._

Avoid ending a line with a preposition, an article or a conjunction, as,

TO MAKE PLANS FOR
AMERICAN DEFENSE

Do not divide phrases, as,

CUT IN SCHEDULE
"K" IS PROBABLE

CAMP PICKS ALL-
AMERICAN TEAM

Try to make each line of the first deck a unit, as,

POSTOFFICE ROBBED
BY BAND OF TRAMPS

TARIFF BOARD REPORTS
ON ALL WOOL SCHEDULES

STORY OF DYING MAN
REOPENS GRAFT CASE

Observe that in reading these heads there is a natural pause that comes
at the end of the line. The same principle may govern the writing of
three-line heads, as,

ONE GIRL'S ACT
PREVENTS 60,000
FROM WORKING

WAYNE MEN WANT
CANAL TO CONNECT
CITY WITH DETROIT

In the head just written observe that the first line h