rubrikstil

Rubrikstil is a stylistic approach used in journalism and editorial writing to craft headlines and subheadings. The term combines rubrik, meaning headline, with stil, meaning style, and is most strongly associated with Swedish-language media, with analogous practices in Norwegian and Danish publishing. Rubrikstil defines conventions for phrasing, length, punctuation, and typography that aim to render lead texts clear, scannable, and distinct from the body copy.

Typical rubrikstil emphasizes brevity, specificity, and immediacy. Headlines commonly use the present tense and active voice, rely on strong verbs, and minimize articles and filler adjectives. Punctuation and typography help separate the lead from the rest of the line, while capitalization schemes vary by language. The overarching goal is to convey the article’s gist at a glance and invite further reading.

Practices vary by outlet and format. In print, headlines tend to be concise due to space constraints; online rubrikstil may be longer, more descriptive, and optimized for search engines. Many outlets employ a deck or subheading that elaborates the lead without duplicating content, and newsroom style guides standardize tone, structure, and typography.

Historical development of rubrikstil tracks the evolution of modern newspapers and digital media. While its essential aims—clarity, economy of language, and reader engagement—remain stable, contemporary rubrikstil also accommodates accessibility, cross-lingual readability, and SEO considerations.