Headline writers live and breathe the adage “less is more.” It’s their job to make you want to read a story in as few words as possible. Our cover headlines are rarely more than three words, our inside headlines five or six. Headline writers must be not only succinct but also clever, witty, and on occasion, hip. It’s a fun job, but it’s harder than you think.

To squeeze a little more information into the headline, some editor somewhere, no doubt in an act of desperation on deadline, invented the subhead, which gives headline writers anywhere from 10 to 20 more words to play with. That only increases the chances, however, that some aspect of the story can get lost in translation.

Case in point: On our September 9 cover, which touted a story on Orthobond — a company with a promise of new technology to improve treatment of torn cartilage — the subhead implied that Orthobond, the company, received funding from the National Football League. But in fact, the recipient of those NFL funds was a separate entity — the lab of Jeffrey Schwartz, Princeton professor and co-founder of Orthobond, a correction that Barbara Figge Fox, who wrote the story, E-mailed us after she saw the cover. You might say that’s splitting hairs, but we would say, no, we should be as accurate as possible — including the headline.

We also have a correction to the sidebar on Orthocon’s departure from North Brunswick. Orthocon’s seed money came from Arthur Alfaro’s investment in Orthotherapeutics LLC, not from Osteotech. And it was Orthocon that gained $25 million in venture capital funding.

About the Arts

Preview editor Jamie Saxon gets a lot of requests from arts organizations — everyone wants a feature story, but space, alas, is always limited; we can’t do a story on everything.

However, there are lots of ways the Preview section can draw attention to your event without a feature story. Following are several suggestions that Saxon offers:

Send a listing to events editor Lynn Miller at events@princetoninfo.com as far in advance as possible. Include a short description of the event, time, date, venue, cost (if any), and a phone number we can print in the paper, as well as a website if there is one, and a contact person in case we have questions. Calendar listings are free and appear both in print and on our website, www.princetoninfo.com.

E-mail a high-resolution photo of the performer/musician/dancer or painting from an exhibit or production photo from a play to photos@princetoninfo.com (a snap from your cell phone probably won’t cut it). If your photo is large enough, it may also be considered for the cover of the Preview section.

Request that your event be chosen for the “In the Spotlight” space, which appears at the beginning of each calendar day and highlights one event from that day, or that your photo be considered for the upper-left-hand spot on the cover, another little piece of real estate that touts one arts event each week.

And finally (from our publisher), non-profits might ask about our special ad rates for events.

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