Definition of headline

sentence, phrase, word, or group of words set in large, bold type on a newspaper front page or above a body of text on any page of a newspaper or magazine, or in a printed advertisement (or featured as part of a broadcast commercial). The purpose of a headline is to attract attention and usually to encourage the reading of the following copy (or, in the case of broadcast, to encourage the listener or viewer to keep listening or viewing). In print advertising, the headline is considered to be the most important element, because it invites the reader into the advertisement. Therefore, it must arouse interest and curiosity about the advertised product or service. A variety of techniques are used in designing headline copy, such as the offer of a reward, the promise of a product benefit, the asking of a question, or the use of key provocative words such as "new," "amazing," or "revolutionary." split-run research testing of headlines, where the headlines differ but the body text remains the same, has proven that the headline is the key factor in the effectiveness of an advertisement.