subheadline

A subheadline is a secondary headline that accompanies the main headline and appears immediately below it in many print and online articles. It provides additional detail, clarifies the angle, or expands on the topic without repeating the main headline.

In traditional print journalism, the subheadline, often called the deck, is typically set in a smaller type size and can span one or more lines. In digital layouts, it commonly appears as a short sentence or brief paragraph between the headline and the article text, and it may be displayed in a way that is accessible to search engines and readers.

The subheadline’s primary purpose is to elaborate on the headline’s focus, set reader expectations, and entice readership. It can introduce the article’s scope, tone, or key specifics, and it may include keywords that aid search engine optimization while guiding the reader’s understanding of the story.

Variations and terminology vary by region and publication. Deck, dek, and standfirst are terms used to describe similar elements, though styles and exact usage differ. In some contexts, standfirst refers to a short introductory paragraph that precedes the body of the article rather than a line directly under the headline.

Usage and style considerations include keeping the subheadline concise, accurate, and non-redundant with the main headline. It should align with the publication’s voice, enhance readability, and avoid promising details not contained in the article.