ABSTRACT
It is true editors writing poetic headings may use an occasional pun or cliché or witty phrase and may even call on traditional literary devices, but such devices are used with restraint and only when appropriate. Usually they emphasized headline objectives, such as being able to attract attention, put the news into a hierarchy, sell the information, tell the facts and make the page attractive. Magazine headings, while not written as present-tense, abbreviated sentences as is the case for newspaper headings, are better too when they capture a close relationship to the most important information being presented. Importance of the information to the desired readership is the primary determiner of heading size. An editor at any publication must be able to assign a proper size to the heading of every story or package of information and images. Heading typefaces are much larger than body text and may be either serif or sans serif.
