LAST WEEK, I OFFERED the options (above) for creation of jump lines. I mentioned that I have my favorite…but I invited you to tell me which is yours, and why.
Here are your responses:
ROB BRIGGS: No 2. It has all the info you need and the newspaper is not your mommy, we don’t say “please.”
JACKIE THOMPSON: I’m going with number 2 for the simple reason it’s clean and easy to read. The only thing we add is A-8 or B-8, depending on the section it is in.
DANA MORENO: My option is #2: Great effort in keeping the jump line from being read as part of the article. I appreciate the use of all-caps with the identifying word in bold, making the contrast with the body text fairly unostentatious.
STEPHEN G: I think 2, 3 or 5 is fine, because they’ll go where I damn well tell them and I don’t need to say “Please.” 5 Is actually kind of a turd, with the switching back and forth from light to bold to light to bold. Bold Jump hed is fine. So 2 or 3.
Good reasoning, and thanks for your comments.
My choice? Five. Yes, the type goes light-to-bold-to-light-to bold, but my thinking is that readers don’t really see that (I could be wrong!) and what they do see, very clearly, is the keyword and the page number.
For what it’s worth, I agree with the thinking that you don’t have to say “please.” But some of the client publishers and editors I work with are v-e-r-y polite.