Overview

A headline is the prominent line of text that introduces a news story, article, advertisement or web post. Its main purposes are to summarize the piece, signal relevance to potential readers and attract attention. Headlines vary in length and tone depending on the medium: newspapers, magazines, and online platforms each shape headline style to meet reader expectations and space constraints. For more examples and context see related articles.

Characteristics and components

Effective headlines are concise, informative and often contain a strong verb or a clear subject. They may include a deck or subhead—short supporting lines that expand the main headline—or a kicker that provides a category or orienting label. Digital headlines also consider search engine optimization (SEO) and social sharing, balancing keyword inclusion with readability.

Common types

  • News headline: direct summary of facts and outcome.
  • Feature headline: more playful or evocative, designed to set tone.
  • Banner or display: large, attention-grabbing words used on front pages or landing sections.
  • Subhead and deck: supplementary lines that clarify or add detail.

History and development

Headlines emerged with early print journalism as editors learned to prioritize and package stories to sell papers. Over time, styles shifted from long, descriptive lines to shorter, punchy forms suited to limited column widths. The rise of the web has introduced new constraints and opportunities: headlines must work in search result snippets and social feeds as well as on the page.

Uses and best practices

Beyond identification, headlines serve editorial and commercial goals: guiding reader expectations, conveying urgency or importance, and improving discoverability. Good practice includes clarity over cleverness, accuracy (no misleading claims), and testing for digital performance. Writers often use techniques such as active voice, specificity, and emotional or informational hooks to increase engagement. For a concise definition and guidelines see this overview.

Notable distinctions

Headlines are distinct from titles in that they are tailored for immediate reader impact and placement context; a title names a work, while a headline frames and sells a particular piece of content. In editorial workflows, copyeditors and headline writers collaborate to balance factual precision with audience appeal.