JOURNALISM WRITING

Journalism writing

Journalism writing

Introduction

The importance of headlines cannot be understated. For many editors ? it can seem like added burdens; the stories are what really count. Headlines are far too often written last (often quickly and under deadline pressure). (McQuail ?2005)

Name and discuss five characteristics of a good headline. Please buttress your answers with relevant examples.

Following are five characteristics of a good headline:

Mention keywords & hot trends

For example ?

Bad headline : 'Qatar TV Channel aquires new hardware'

Good headline : 'Al Jazeera International chooses Apple Technology'

Quite a polarized example ? perhaps - but if you're writing about a topic that will gain interest of its own accord - in the above example ? both the term 'Apple' and 'Al Jazeera' will get clicks ? although for altogether different reasons. (Mackay ?2006)

Best tip ? ever: Use superlatives

For example ?

Bad headline: 'Send large files to your friends'

Good headline: 'The easiest way to send Super Large Files'

Not just files. Super Large Files. Not just a way. The easiest way. (McQuail ?2005)

If you want to hype up your headline somewhat ? then there's no cruder way than to bung in a superlative or two. It does look cheap ? some people don't like it - but others do. Your mileage may vary ? depending on your readership.

So if you must ? use the words 'best ever' or 'worst' or 'longest' or 'coolest' in your headline. It might just do the job.

Summarise it all in one sentence

For example ?

Bad headline: 'Scientists conduct cell transplant experiments'

Good headline: 'Scientists grow human ear on back of a mouse'

It's not sensational ? it's not necessarily riding on the influence of a few keywords ? but it is info-dense ? and is far more likely to attract clicks than a less informative headline. (Mackay ?2006)

Pose a question (or an opinion dressed as a question)

For example ?

Bad headline: 'Zune not much better than the iPod'

Good headline: 'Is the Zune any better than the iPod?'

In this particular case ? revealing the result of the review could lessen the effect (unlike research ? studies ? as per point 3) - but a loaded question can essentially contain the same information whilst leaving the opinion to the article itself. (Hartley ?2007)

Such a loaded question is likely to rile fanboys into response ? as well - if it's an inflammatory piece you're after ? then a loaded question in the headline is the way to go.

Use lists to gain interests

For example ?

Bad headline: 'Great films released this year'

Good headline: 'The Top 10 films of 2006'

'Top 10s' are particularly popular ? least of all because they present easily-skimmable information that can be digested in a short few minutes ? and they embody an opinion by ranking things in a particular order. (Mackay ?2006)

Listing specifics ? as with the year '2006' in the example above ? adds further to the headline by giving it a sense of 'officialness' ? were it needed.

The humble bullet-pointed list can be misused as somewhat of a crutch ? but there's no denying the ...