as fewer letters
because it contains two W's and an M. Either an M or a W is equal to a
letter and a half, and an I and a space are each equal to half a letter.
The first line contains 14-1/2 units; the second line contains 15 units;
the third line contains 15 units. And yet the first line contains 14
letters and spaces, the second 16, and the third 17.

Every deck should contain a verb, expressed or implied. In this head,

THIEVES BUSY
IN NORTH END

the verb _are_ is understood.

If the subject of the verb in the first deck is not written, it should
be the first word of the second deck, as,

INVESTIGATE
WET VICTORY

Texas Senators All Agreed
to Inquire Into Late
Election.

Omit all forms of the verb _to be_ whenever possible. This head,

ASKED HOW HE GOT
STOLEN AUTOMOBILE

is more effective than this,

IS ASKED HOW HE GOT
THE STOLEN AUTOMOBILE

Avoid expressions that are awkward because of omission of some form of
the verb _to be_ such as this:

U. S. WEATHER MAN
SAYS SUMMER HERE

Negatives should be avoided. The head should as a rule tell what
happened, not what did not happen.

Avoid the word _may_. The head should as a rule tell what happened, not
what is going to take place, perhaps.

Beware of heads that contain words of double meaning, as,

NURSES HOPE
TO WIN GAME

The word _nurses_ may be taken as a noun or a verb.

In this head the first word might be read as a noun or as a verb:

SCOUTS CLAIM KAISER
IS TO BLAME FOR WAR

Use as little punctuation as possible in the first deck.

Avoid alliteration.

Use few abbreviations.

Use figures sparingly.

Insert subheads in long stories at intervals of 150 to 200 words. Use at
least two subheads or none.

When there is a paragraph ending, _The President spoke as follows:_,
place the subhead before this paragraph and not between it and the
quoted matter.

Avoid such makeshift constructions as

M A Y O R WILL
RESIGN, SAID
WILSON WON'T
REPLY, RUMOR

Avoid beginning a head with quotation marks because the white space
destroys the balance of the head. When it is unavoidable, use single
quotation marks.

Avoid heads in which a dash takes the place of _says_, as,

SHIPPING BOARD
MUST GO--WILSON

When this style is necessary, use quotation marks.

It is permissible to make the first de