In the good old days of print journalism, in the depths of a smoke-filled subs room, there was one thing a junior sub-editor* wanted: for a grizzled night editor, or revise sub, to look over and say “Good headline”.
The elements of a good headline then were that it was clever or witty, or contained a subtle play on words. And the basis of that cleverness was the assumption that the newspaper and its readers had a shared understanding of the world.
The first time I got that “good headline” accolade was for a brief two-paragraph story about a doctor somewhere in the East who was using ants (or some by-product of ants) to cure people of a long-forgotten (by me) ailment. My headline was:
Take two ants,
call me later
In a 1982 medical paper, the reference is explained – it’s based on “take two aspirin and call me in the morning”, an age-old joke about the telephone advice given by a doctor trying to get a little extra sleep. Continue reading