corresponding to the "lines," "banks," and "decks" in their news
headlines. This variety in newspapers is matched by that in magazines.
Despite these differences, however, there are a few general principles
that apply to all kinds of titles and headlines for special feature
articles.

CHARACTERISTICS OF A GOOD TITLE. To accomplish their purpose most
effectively titles should be (1) attractive, (2) accurate, (3) concise,
and (4) concrete.

The attractiveness of a title is measured by its power to arrest
attention and to lead to a reading of the article. As a statement of the
subject, the title makes essentially the same appeal that the subject
itself does; that is, it may interest the reader because the idea it
expresses has timeliness, novelty, elements of mystery or romance, human
interest, relation to the reader's life and success, or connection with
familiar or prominent persons or things. Not only the idea expressed,
but the way in which it is expressed, may catch the eye. By a
figurative, paradoxical, or interrogative form, the title may pique
curiosity. By alliteration, balance, or rhyme, it may please the ear. It
permits the reader to taste, in order to whet his appetite. It creates
desires that only the article can satisfy.

In an effort to make his titles attractive, a writer must beware of
sensationalism and exaggeration. The lurid news headline on the front
page of sensational papers has its counterpart in the equally
sensational title in the Sunday magazine section. All that has been said
concerning unwholesome subject-matter for special feature stories
applies to sensational titles. So, too, exaggerated, misleading
headlines on news and advertisements are matched by exaggerated,