New York Times Headlines

The New York Times web site's use of headlines is very similar to that of traditional print headlines.  They are often witty, have an underlying meaning or are simply used as a phrase to summarizing the story using some key words that the reader can easily identify.

However, none of the headlines would do well in a search engine, since there are no specific key words, with the exception of names which are used in stories centered upon a specific person.

In addition, the headlines which serve as links to the full story are exactly the same when the new page comes up.  This is one of the most important aspects when using headlines on the web.  

It is frustrating for the reader to click on a specific headline, only to end up with a page that has a different headline.  Even though the story might be the same, a reader who simply glances over the headline might think they were sent to the wrong page and return to the home page to either restart their search or exit the site entirely.

Thus, headlines are a key component of on-line journalism. They can either make or break the reader.