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Recent developments in the world technology have caused journalists (who write for newspapers) to recognize the fact that it is difficult to compete with news coverage on television that makes it possible for an audience anywhere in the world see instantaneously, what is happening almost anywhere. In these conditions journalists are trying to use the developments in electronics that give them access to enormous databank for improving the necessary searching and interrogative skills and help them see the media changes “as widening rather than narrowing opportunities” (Bromley, 2004:40). The research done by the British theoretitians and practitioners is offering journalists new ways how to improve their practical activities to remain important players in the information space and how to develop their skills to give readers a better chance to satisfy their information and entertainment needs and attract to a new story. According to the British researcher Winford Hicks, the word ″story″ is applied to a news report and ″is a construct, something crafted to interest a reader (rather than an ″objective″ version of the facts)” (Hicks, 2008:12). News stories are written in narrative technique. It emphasizes that they are described as ″the retelling of past experiences in which language recreates past events into a narrative sequence; these narratives are usually recognized as recounting real events″ (Reah, 1998:106). The news story has an identifiable structure and language patterns that are in common with narrative fiction: headline – lead (intro) – story continues – story ends – quote. The headline is essential in the structure, it summarizes events of the story and writers of headlines try to make them effective and provoking. The objective of the research is to examine and analyze some ways in which British journalists create effective headlines because it is the headline that is the first element of communication in a news story and it is a real visible way of getting access to the headlined information. It should encapsulate the content of a news story in a minimum number of words and attract the reader to the story and if it appears on the front page – capture the readers’ attention to the newspaper.
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