News headlines serve a number of functions, including story summarization, interest generation, immediacy satisfaction, and attention direction. They are especially important for individuals who are low propensity readers, as they help them take a cognitive shortcut and ensure that the content they read will be relevant to their needs.
Headlines distill reality, but the way in which they do so can vary widely. For example, if an article is about climate change, the New York Times might frame it as “Climate Change May Disrupt Half of North American Bird Species,” while National Geographic might frame it as “Climate Change Could Leave Half of North American Bird Species at Risk.” Headlines also differ in terms of their tone and certainty, and whether they appeal to curiosity or evoke emotion.
When writing a news headline, be clear and concise. Use descriptive adjectives, avoid unnecessary abbreviations and acronyms, and spell out numbers (with the exception of AP). A shorter headline is more likely to be clicked on than a long one. Headlines that use active voice are more engaging than passive ones.
Research shows that specific numbers and data can make a headline more compelling, but be sure to use them sparingly. They can become overwhelming and lose their impact when they overshadow the rest of the headline. Lastly, using a question to frame a news story can encourage readers to seek answers and increase their engagement. However, questions that use personal pronouns can evoke feelings of bias and annoyance.