Types of Headlines

Why This Matters

Headlines are the first—and sometimes only—thing readers see, which means they carry enormous weight in journalism. You're being tested not just on recognizing different headline types, but on understanding when and why journalists choose one style over another. The underlying principles here connect to broader course concepts: audience engagement, ethical communication, tone and voice, and the tension between attracting readers and maintaining credibility.

Think of headlines as strategic tools, not just labels. Each type serves a specific purpose—whether that's delivering facts quickly, building emotional connection, or driving digital engagement. Don't just memorize the names; know what journalistic goal each headline type accomplishes and when it's appropriate (or inappropriate) to use. That's what separates a surface-level answer from one that demonstrates real understanding.

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Informational Headlines: Delivering Facts First

These headline types prioritize clarity and directness. The goal is immediate comprehension—readers should understand the story's core news value before they even click or read further.

Straight News Headlines

• Answer the 5 W's—who, what, when, where, and why should be evident or implied in the headline itself
• Prioritize clarity over creativity—these headlines avoid wordplay, focusing instead on factual accuracy and brevity
• Standard for hard news—breaking news, government actions, and major events typically require this no-frills approach

Quote Headlines

• Feature a direct quote from a newsmaker—adds authenticity and lets sources speak for themselves
• Signal credibility—particularly effective for interviews, speeches, and opinion pieces where attribution matters
• Require strong source material—the quote must be compelling enough to carry the headline's weight

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Engagement Headlines: Sparking Curiosity

These types aim to pull readers in emotionally or intellectually. The mechanism is creating an information gap—readers feel compelled to close that gap by reading the article.

Question Headlines

• Pose a question readers want answered—creates psychological tension that drives engagement
• Imply the article delivers—the question must be genuinely addressed in the content, or trust erodes
• Work best for exploratory stories—investigative pieces, trend analysis, and explainers benefit from this format

Teaser Headlines

• Hint without revealing—give readers just enough to spark curiosity while withholding the payoff
• Dominant in digital media—designed specifically to encourage clicks in competitive online environments
• Walk an ethical line—effective teasers intrigue without misleading; crossing that line damages credibility

Feature Headlines

• Emphasize storytelling and emotion—prioritize human interest over hard facts
• Use creative language—metaphor, imagery, and evocative word choice are appropriate here
• Signal softer news—readers recognize these as profiles, trend pieces, or narrative journalism

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Utility Headlines: Promising Value

These headlines appeal to readers seeking practical benefit. The underlying principle is transactional—the headline makes a clear promise, and the article must deliver.

How-to Headlines

• Start with "How to" or similar phrasing—signals instructional content immediately
• Promise actionable guidance—readers expect to learn a skill or solve a problem
• Common in service journalism—health, personal finance, and lifestyle coverage rely heavily on this format

List Headlines

• Use numbers to set expectations—"5 Ways to..." or "10 Best..." tells readers exactly what they'll get
• Optimize for scanning—busy readers appreciate predictable structure and easy navigation
• Highly shareable format—performs well on social media because the value proposition is instantly clear

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Stylistic Headlines: Prioritizing Craft

These types foreground language and wordplay. The goal is memorability—they sacrifice some clarity for personality and tone.

Alliterative Headlines

• Repeat initial consonant sounds—creates rhythm and makes headlines stick in memory
• Signal lighter tone—appropriate for features, entertainment coverage, and softer news
• Enhance brand voice—publications use alliteration to establish a playful or clever identity

Pun Headlines

• Employ wordplay or double meanings—reward readers who catch the cleverness
• Require careful judgment—humor can feel tone-deaf on serious topics; context determines appropriateness
• Tabloid tradition—British tabloids especially are famous for pun headlines, for better or worse

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Problematic Headlines: Understanding the Risks

Not all headline strategies serve journalism's core mission. Understanding why certain approaches are criticized helps you make ethical choices.

Clickbait Headlines

• Use sensationalized or exaggerated language—designed to maximize clicks regardless of content quality
• Often mislead readers—the article frequently fails to deliver what the headline promises
• Erode trust over time—short-term engagement gains come at the cost of long-term credibility damage

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Quick Reference Table

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Self-Check Questions

1. Which two headline types both create curiosity but differ in their transparency about what the article contains?

2. A breaking news story about a city council vote would most appropriately use which headline type, and why would a pun headline be inappropriate here?

3. Compare and contrast how-to headlines and list headlines: what promise does each make to readers, and how do reader expectations differ?

4. If an FRQ asks you to identify a headline type that prioritizes engagement over accuracy, which example would you use—and what ethical concerns does it raise?

5. A profile piece about a local hero could use either a feature headline or a quote headline. What factors would help you decide which is more effective for that story?