Headlines and subheads work together to capture attention and explain stories. In journalism, the hed (headline) must intrigue in 6-10 words. The dek (subhead or deck) provides essential context in 10-15 words. Together, they convince readers to invest time in your story. According to Copyblogger research, 80% of people read headlines, but only 20% read the article. Strong hed/dek pairs can increase click-through rates by 40% or more.
What Do Hed and Dek Mean in Journalism?
Hed is newsroom shorthand for "headline"—the main title of an article. Dek (sometimes spelled "deck") is the subhead or standfirst that appears below the headline. These terms come from traditional newspaper layout where editors would write instructions on story "slugs."
Hed vs. Dek: Key Differences
| Element | Purpose | Length | Tone |
|---|---|---|---|
| Hed (Headline) | Capture attention, state news | 6-10 words | Bold, direct, urgent |
| Dek (Subhead) | Provide context, explain significance | 10-20 words | Explanatory, contextual |
Example Hed/Dek Pair:
- Hed: Mayor Announces Resignation
- Dek: Corruption investigation and mounting pressure from council members end 12-year tenure
What 5 Elements Make Headlines Capture Attention?
Effective headlines use specific words, create curiosity, and promise valuable information. They avoid vague language and generic phrasing. The goal is standing out in crowded feeds while accurately representing story content.
5 Elements of High-Converting Headlines
| Element | Weak Example | Strong Example |
|---|---|---|
| 1. Specific nouns | Problems Continue for Tech Company | Google Lays Off 2,000 Workers |
| 2. Strong verbs | Study Has Interesting Results | Exercise Cuts Heart Disease Risk 40% |
| 3. Numbers | Many Teachers Leave Profession | 35% of Teachers Quit Within 5 Years |
| 4. Front-loaded keywords | Scientists Make Cancer Discovery | Cancer Treatment Shrinks Tumors 60% |
| 5. Curiosity gap | Company Has Workplace Issues | What 3 Whistleblowers Revealed About Amazon |
How Should Deks Complement Headlines?
Deks provide context the hed couldn't include. They answer questions the headline raises, add necessary details, or explain significance. Strong subheads work with headlines to form complete thoughts that convince readers to commit.
1. Add the "why" or "how":
- Hed: FDA Approves New Diabetes Drug
- Dek: Treatment targets patients who failed on existing medications, filling gap that affected 2 million Americans
2. Humanize statistics:
- Hed: Housing Costs Rise 40% in Three Years
- Dek: Middle-class families face impossible choices between rent and food as wages remain flat
3. Add context:
- Hed: School District Cuts 200 Jobs
- Dek: Budget shortfall forces largest layoffs in district history, affecting 15 schools
What Headline Formulas Work for Different Story Types?
Different story types benefit from different headline structures. Hard news needs directness. Features allow creativity. Investigations emphasize revelation. Match your formula to content.
Headline Formulas by Story Type
| Story Type | Formula | Example |
|---|---|---|
| Breaking News | Who + Did What | Mayor Resigns Amid Scandal |
| Feature | Question or Intriguing Statement | Why Successful Doctors Are Leaving Medicine |
| Investigation | What We Found / What They Hid | City Ignored Safety Violations for Years |
| How-To | How to [Achieve Result] | How to Fact-Check Claims in 5 Minutes |
| Profile | The [Person] Who [Did Something] | The Teacher Who Changed 500 Lives |
How Do You Test Headlines for Effectiveness?
The best headlines emerge from writing multiple options and testing them against criteria. Generate 5-10 possibilities, then evaluate for clarity, accuracy, and appeal.
Process:
- Write at least 5 headline variations with different emphases
- Test against accuracy standards (can you deliver on the promise?)
- Read headlines aloud to catch awkward phrasing
- Check that key information appears early
- Verify headlines make sense without the article
Example variations for school funding story:
- Schools Face Budget Crisis
- Teachers Buy Supplies With Own Money as Funding Drops
- How Budget Cuts Force Teachers to Pay for Basics
- Underfunded Schools Push Costs Onto Teachers
- When Teachers Become Donors: Inside Education's Funding Crisis
Frequently Asked Questions About Hed and Dek
Why do journalists say "hed" instead of "headline"?
"Hed" is traditional newsroom shorthand that saves time in deadline communication. In print days, editors would mark up copy with "hed" and "dek" instructions. The terms persist because they're efficient—one syllable instead of two or three.
What's the difference between a dek and a standfirst?
They're essentially the same thing—both refer to the explanatory text below the headline. "Dek" is more common in American journalism; "standfirst" is British terminology. Both provide context that the headline couldn't fit.
How long should a hed/dek pair be?
Hed: 6-10 words. Dek: 10-20 words. Together they should be under 30 words total. Headlines must fit in social shares and search results. Deks have more room but shouldn't become paragraphs.
Should I write the hed or dek first?
Write the hed first to capture the core news, then write the dek to add context. Some writers draft 5-10 hed options first, pick the strongest, then write a dek that complements it without repeating information.
Can AI help write headlines and subheads?
Yes, AI tools like River's Headline Generator can create multiple hed/dek variations for testing. Input your article summary, and the AI generates options using proven formulas for different story types.
Master hed/dek pairs by writing multiple headline options for each story. Use specific nouns, strong verbs, and numbers. Front-load key information for scanners. Write deks that add context and explain significance. When your hed/dek pair accurately represents your story while intriguing readers, you've succeeded. Use River's Headline Generator to create compelling headlines automatically.