News headlines are a key component of the journalistic process. They capture readers’ attention by establishing the subject and tone of an article in a short, concise statement. Headlines also serve as a critical barometer for news readers, providing a first impression on what is to come and influencing whether they choose to engage with a story.
In the context of online news, headlines must be even more tightly focused to grab and retain reader attention. Unlike traditional newspaper headlines, which generally adhere to a set of grammatical rules known as “headline style” to meet space constraints, online headlines are often more flexible and creative. Examples of these include the use of puns and alliteration, evoking emotions through diction, and leveraging curiosity by using numbers. Headlines that rely on sensationalism, forward references, or other tactics are referred to as clickbait. While these styles have been proven to increase the likelihood that readers will click on a story, it is unclear what impact they have on reader perception or retention of the content.
Ultimately, a good headline is clear and specific, creating interest in the topic at hand by expressing its essence. It is often paired with a nut graf, which adds depth and detail to the story by offering a unique perspective or interpretation of the subject matter. Finally, it is often succinct and avoids repetition; instead, headlines typically utilize the present tense or a form of to (to be) to indicate that action will continue to occur.