1) Ask yourself if you absolutely need to include numbers in the headline. If you use numbers in your headline, use them to tell a story – not as a substitute for a story.

DO THIS

"Inflation moderated in July but prices are still rising in America"

"America capped off an extraordinary year for job growth, adding 223,000 positions in December"

DON’T DO THIS

“Israel posts 5.3% inflation rate in 2022”

“November Employment Report Shows U.S. Economy Added 263,000 Jobs”

DISCUSSION

Headlines that simply report quantitative economic data aren’t usually helpful — as in the first example, which provides none of the information audiences would need to understand what an inflation rate of 5.3 percent means. As this example indicates, sometimes the numbers aren’t the story and the best way to convey why the numbers matter is not to use them at all.

In the second example, the numbers are the story. But focusing only on the numbers in the headline raises more questions than answers. For instance: Is the addition of 263,000 jobs to the U.S. economy a good thing, or a bad thing? Does this constitute “normal” or “abnormal” growth? When using numbers to illustrate a story, explain why, or be clear about what it shows. In this case, the numbers reflect an “extraordinary year for job growth.”

2) Use caution and context if you need more than one number in a headline.

DO THIS

"Argentina’s inflation rate at 95%, highest since 1991"

DON’T DO THIS

“Wholesale inflation was down 0.5% in December to 6.22% for 2022”

DISCUSSION

Be clear about which numbers are essential, and which aren’t. It may be tempting to include lots of numbers in news headlines, but this is a fast and easy way to confuse your audience. The headline in the second example provides an accurate figure, but gives readers no sense of what an inflation rate of 6.22% actually means (or whether a 0.5% decrease is good news or bad news). It is also jammed full of numbers. By contrast, the first example includes only one number, and while some may not understand what an inflation rate of 95% means, the inclusion of the phrase “highest since 1991” helps clarify it is significant in Argentina’s history.

3) If your organization makes use of subheads, make sure these help support, and not contradict, any numbers placed in the headlines.

DO THIS

An article on Spain’s economy begins with the headline "Spanish inflation slows more than expected, hitting 5.6%", and includes a subheadline reading “lower electricity, fuel costs help temper consumer prices.”

DON’T DO THIS

An article on the Israeli economy opens with the headline “Israel posts 5.3% inflation rate in 2022,” and follows this with a subheadline stating that “the consumer price index rose 0.3 percent in December from November.”

DISCUSSION

Subheadlines can clarify key economic terms and trends and help readers better understand the significance of an article’s headline. The first example does this quite effectively, as the subheadline connects the phrase “inflation slows” to decreases in electricity and fuel costs. By contrast, instead of clarifying the number introduced in the headline, the second example’s headline introduces a new number and a new economic indicator. Nothing in the subheadline helps audiences understand what an inflation rate of 5.3% means (or why it matters).

4) Identify the source of any numbers or statistics included in the headline …

DO THIS

"96% of Workers Will Be Job Hunting in 2023, New Monster Poll Shows"

DON’T DO THIS

“96% of Workers Are Looking for a New Job in 2023”

… and don’t generalize a response from some to be a response from all

DO THIS

"Survey: 43% of Economists Say Inflation Hasn’t Yet Peaked"

DON'T DO THIS

“Economists say there is a 61% likelihood for a Recession in 2023.”

DISCUSSION

When dealing with government data, specifying sources may not be essential. But when dealing with polls, economic research, and other sources, it is important to note where data comes from. Instead of “the data,” specify where this comes from (for example, "World Bank data"). Even something as simple as “poll shows” can make a world of difference, as this gives audiences a critical lens for interpreting data. For example, though readers in the second headline might find the 96% statistic alarming, knowing that the data comes from Monster.com (a site people visit specifically to find jobs) would alleviate this sense of surprise.

The second example deals with an official survey of economists. Economists almost never speak with one voice, and frequently, they disagree about things – particularly when it comes to the likelihood of future economic scenarios. Recognizing this means refraining from headlines with phrases like “Economists say” or “Economists predict.” The first headline (“43% of Economists Say”) goes a long way toward helping audiences understand the source of the data — an official survey of economists.It also reinforces that experts can and do disagree about the meaning of past or present economic trends.

5) “Data” isn’t a person -- be explicit about who is interpreting it

DO THIS

"World Economy is Headed for a Recession in 2023, Says Researcher"

DON’T DO THIS

“Why We Think We’re in a Recession When the Data Says Otherwise”

DISCUSSION

Phrases like “the data says” or “what the data tells us” are problematic, because doing this obscures the fact that data is produced, analyzed, and interpreted by people. To encourage audiences to think critically about where data comes from and what it means, it is best to avoid such phrases. Even language as simple as “says researcher” is preferable, as it gets audiences thinking about human agency and its role in knowledge production. By contrast, the second example’s use of phrases like “we think” and “the data says” obscure the role specific people play in the creation and interpretation of data. And also: Always be clear about whose perspective is being represented.

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