Some Seriously Inspired Headline-Writing,
And the Subhead is Pretty Damn Good, Too
Lively Ad Age magazine produces the week's best headline, and the subhead (or the "deck," in magazine parlance) is just as good. Together, they do what every good headline is supposed to do: convert you from a scanner into a reader, pulling you into the story. If more magazines and newspapers did this good a job at selling the article with a great headline and subhead, there would probably be more reading and at least a little less scanning. Of course, some publications do too good a job of this, overselling the article with hype, making an implicit promise on which the article itself can't deliver. That's a serious no-no in our book. We'd love to see your nominees for other great headlines, from wherever you find them. We'll use the best of them in subsequent posts.