(2)
WEISS REASSURES
BUSINESS WORLD
That much better results are produced by having each half contain more nearly the required number of units is shown by comparing the next two heads with those preceding.
(1)
STORY OF DYING MAN
REOPENS GRAFT CASE
(2)
MAY LOSE EXTRA PAY
FOR NIGHT CAR RUNS
In headline writing a number of points must be borne in mind. It should be remembered, however, that these are not hard and fast rules but general principles based on newspaper practice.
Why the Head is Based on the "Lead." As in the normal type of news story all the important facts are given in the lead, the headline, as the bulletin of these facts, is based largely, if not entirely, on the material in the lead. One reason for giving all the essential details in the lead, as has already been pointed out, is that the story may be cut down before or after it is in type. This possibility that the story may be cut down is an additional reason why the headline should be based on the first part of the story, for if the headline
