Gee Luke, this is the first time I've had commentary on my commentary titles! (But who knows, there could be whole SOLOPassion threads on the evil of Hudgins headlines.)
I actually considered for a few seconds whether I could come up with better parallelism in my title, so I'll give you a considered response. A couple of points:
Editors routinely change titles so I don't pay too much attention to their logical subtleties, which editors and probably most other readers would miss anyway. For example, my "Starbucks Served Up a Fat Cup of Trouble" became "Lattes and Lawsuits? Ridiculous!" in one paper. And my July 4 piece on "Are Americans Really Free and Equal?" became "Birthday Blips."
Rand was a master at philosophical contrasts in her titles and works, faith versus reason, for example, as well as using symbols like Attila. But, the more philosophical or academic a title sounds and the more removed it is from any news hook, the less likely newspaper editors will even read it -- a problem for me since I write about philosophical stuff.
I tend to employ a couple rules of thumb for titles.
First, I tell the editor (and, I hope, the reader) immediately what the piece is about. So if it's about the Pope's speech, the reaction in the Islamic world to it (the news hooks), and my contention that reason vs. faith is the central theme on which people should focus, the title might become "The Pope vs. Islam: Who Stands for Reason?" Or when flushing the Koran down the toilet was a hot topic and I wanted to argue that the Islamists and the Koran are irrational, the title became "Flushing the Koran or Reason Down the Toilet."
Second, I try to do twists of phrase or wording that will get editors' or readers' attention. So my piece on the inventor of the air conditioner had "cool capitalist" in the title -- I also like alliteration -- a variation of which was used by editors. Since Starbucks was being criticized for fat in its products, "Starbucks Served Up a Fat Cup of Trouble" seemed appropriate. Or when France was having riots because of its labor policies, "France Labors at Folly" worked well and was used by The Washington Times.
Third, questions in titles often peak the curiosity of readers. "That's interesting! What's the answer?" If I just say "The Pope and Islam/Islamists are both irrational," then you know the conclusion and might be less likely to read the piece. I did the same thing with "Are Americans Really Free and Equal?"
But sometimes declarative statements work well for titles too, especially if you're taking an unexpected or very unconventional position. I'm working on a TNI piece right now called "Hate Thy Neighbor." You know nothing of the piece but the title probably got your attention.
Well, that exhausts my thoughts on op-ed titles. Think I should write an op-ed on this? "Consistently Contrasted Categorical Pairs vs. Mixed Conceptual Common Denominators: I Favor the Former!"
(Edited by Ed Hudgins on 9/21, 11:09am)
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