HEDS and DEKS:
It’s interesting to note the language of the magazine. The HEDS ranges from one word to four or five or even longer. I would say four words on an average. Another interesting part about the HEDS are that magazine doesn’t shy away from question HEDS – which might be considered kind of clichéd but New York Magazine handles them gracefully without being newsy. Also the HEDS have an element of mystery and intrigue to them – pulling the readers in but not revealing too much all at once. The DEKS likewise are intriguing and creative.
The features are almost always accompanied by a summary which might vary in word count. I have seen from one paragraph to one full page (yes, one full page like in below example but in bigger typeface off course).
Pull quotes are used sparingly without any attribution.
Cutlines are short, simple and very descriptive in nature. The content complements the story which we are reading.
Bylines are simply given by writing the author’s name with a “by” in the beginning mostly placed under the HED and DEK.