This document discusses trends in headline writing. It suggests avoiding repeated words, bad puns, and phrases that may convey bias in headlines. Headlines should be more conversational and talk directly to readers while reflecting the tone and philosophy of the publication. Writers should know their audience and write headlines tailored for the specific section an article will appear in using a key word system.

1. Trends in headlines
Ron Smith, deputy copy desk chief for days,
Milwaukee Journal Sentinel
Teresa Schmedding, news editor, Daily Herald

2. Questioning old rules
• Bad breaks
• Repeated words
• Bad puns are out
• Power verbs may convey bias
• Avoid eye games

3. We are in the meaning business
• Why is as important as what
• More conversational
• Talk directly to readers

4. Know your audience
• Reflect the philosophy of your paper
• Use proper tone, taste
• Use key word system
• Write for the section the article is in