A “REFER,” in most newsrooms, is a design element that helps to guide readers to a related package, usually on an inside page. No, it’s not something you smoke, though the words are pronounced the same. The refer helps you tell your readers that there’s something more—perhaps another story or some more photos or some graphics—elsewhere in your newspaper. But often we create refers that aren’t very helpful: they don’t give readers enough information. Like the example at top, they only mention the fact that there’s something more inside. Take the time to tell your readers what the inside package is about. Give them a tantalizing detail, perhaps. Whether it’s called a “refer,” or a “key” or an “insider,” giving your readers more information ups the odds that more readers will take a look inside.