This presentation gives a vivid description of elements of Headline editing for BMC students of JIMS Lajpat Nagar . IT will help them to Write eye catching headlines

1. Jagannath Institute of
Management Sciences,
Lajpat Nagar

2. Headlines and Punchlines
Sept 30, 2016_BMC_Headline Writing

3. Why are HLs critical?
• On the average, five times as many
people read the headlines as read the
body
• HLs are worth 90% of the money invested
in advertising.
– Ogilvy

4. Why are Headlines Critical?
• HLs can make or break an ad, homepage,
or e-mail subject line
• HLs have a primary purpose: to get the
first sentence read
• Taglines are headlines of the sorts
• HL sets the tone for the rest of the copy
• Unless HLs pulls readers in, copy is of
little use
• Hls tell and sell a story

5. Four Musts of a HL
• Your headline should be unique.
• Your headline should be ultra-specific.
• Your headline should convey a sense of
urgency.
• Your headline should be useful.

6. Unique Headline

7. Unique Headline

8. Unique Headline

9. Ultra Specific HL

10. HLs Convey Urgency

11. HLs Convey Benefits

12. Headlines…
• HL shows personality
• HL stands out
• HL gets readers’ attention

13. Writing News HLs: Exercises
A city regulation that prevents
department heads from hiring family
members may force Police Chief Dr KK
Paul to make a dramatic decision by
September: retire or seek a change in the
regulation.

14. Writing News HLs: Exercises
The rule could also force the chief's son,
Nikhil, to make an unappealing decision
of his own. Nikhil Paul, who has passed
the initial steps to become a Haryana
police officer, could have to drop out of
the lengthy process if his father decides to
stay chief.

15. Writing News HLs: Exercises
Smokers will pay 50% more for a pack of
cigarettes beginning Aug. 1 under a bill
approved Tuesday by the Delhi Assembly
that’s expected to be signed by Gov.
Najeeb Jung.
After failing to come up with enough
support on an initial vote, the Delhi
Assembly voted 60-20 to send the bill to
Governor for assent.

16. Writing News HLs: Exercises
A minimum of 80 votes were needed for
the bill to pass.
Kumar Vishwas, spokesman for AAP said
the legislation will allow the state to
balance the budget, which is facing a
deficit.

17. Writing News HLs: Exercises
“This is part of the overall budget
agreement,” she said. “At this point, it
looks like we’ll be able to put forth a
balanced budget.”
The legislation, which would raise the tax
on a pack of cigarettes by 75% would give
Delhi the third highest cigarette tax in the
country behind Mumbai and Bangalore,
according to an estimate.

18. Thank You