headline  and  a  story,  because  the  reader  might  begin reading the cutline thinking it is the first paragraph of the story. Heads  of  the  same  column  width  should  not  be placed lower on the page than a smaller one, or higher on the page than a larger one. This does not mean that the  bottom  of  the  page  cannot  contain  a  large multicolumn head. It only means that heads of the same width should decrease in point size as they descend the page. Do not run stories out from under their heads. This creates  a  readability  problem  by  confusing  the  reader about where to find and finish reading the rest of the story. A story can be wrapped (to continue a story from one column to the next) under its main head, or lead, to achieve variation. A story is always turned to the right from its main part. A turn running above the headline of the   story   could   confuse   the   reader   and   cause   the individual to abandon the item. A  story  requiring  a  “jump,”  or  continuation,  to another page should be split in midsentence, never at a period  of  a  paragraph.  For  example,  “(Continued  on page   ,  col.   )  will  direct  the  reader  adequately. The jumped portion should carry a brief head, or key word,  taken  from  the  main  head  to  identify  it  as  a continuation. The “jump head” should be keyed to the same type style and face, although it seldom will be in the same type size, as the original headline. Never jump a story on a hyphenated word, or carry over the last line of a paragraph. PICTURES Readability studies have shown that pictures are one of the most popular elements in a newspaper. For that reason  alone,  important  pictures  should  be  large  and positioned in a manner that maximizes their display. Pictures of two-column widths or more should be placed on a page so they stand or hang from something that  gives  them  support.  A  picture  can  stand  on  a headline, another picture or the bottom of the page. A picture can hang from a headline, another picture or the top of the page. A picture of two-column widths or more should not float in copy, but a one-column-wide picture or smaller can float in copy. Pictures and headlines that are not related should be separated by more than a rule, if the possibility exists that, when placed together, they are humorous or in bad taste. Avoid any clashing items. For example, do not place an  accident  story  next  to  a  mortuary  advertisement. (Discuss  the  placement  of  advertisements  with  your editor or the CE newspaper publisher.) If you run two pictures, two boxes or a picture and a box side by side, except in cases where the subjects are related, they tend to cancel each other out. It is best to separate unrelated artwork with body type. Reader’s eyes have a tendency to follow the line of sight  of  people  in  pictures.  Therefore,  if  people  in  a picture look off the page, readers will tend to look off the page. To prevent the reader from doing this, the main subjects in pictures should look straight ahead or into the  page.  This  also  holds  true  for  pictures  showing action. The motion should go toward the center of the page whenever possible. This reader tendency can be used to your advantage. The line of sight and motion can be used to guide the reader’s eye through a page. Try to avoid running pictures on the horizontal fold of a newspaper, because the area along the fold becomes distorted once the newspaper has been folded. Do  not  give  a  picture  more  display  space  than  it deserves,   especially   a   “mug   shot”   (portrait-type, close-up photograph of an individual). Mug shots can float in copy, but it is best if they stand on or hang from something. If a mug shot floats, it is best to float it within a  sentence  in  a  paragraph.  Mug  shots  should  be accompanied by at least a name line for identification. By  omitting  the  name  line,  the  reader  is  forced  into trying  to  identify  the  individual  in  the  picture. “Thumbnails”   also   are   used   in   making   up newspaper pages. The term refers to half-column mug shots. A thumbnail is best used when it looks into the story or directly out of the page. A name line, in most cases,  should  also  be  used  with  thumbnails. WHITES, GRAYS AND BLACKS A newspaper page is made up of varying degrees of whites, grays and blacks. Some pages may contain other colors.  A  good  editor  strives  for  relative  balance  of colors on a page and will not let any color dominate the page. You will not have any problems with white pages, black pages or any other colored pages; your concern is staying away from gray pages. There  are  many  ways  to  relieve  grayness,  or gray-out, which is created by large areas of body type. One  way  is  to  use  multicolumn  pictures  to  break  up columns  of  type.  Another  way  is  to  use  thumbnail photographs. 8-23