Language and word use outside the body copy in Running Times is generally succinct and smart. The editors pride themselves on publishing work that is written by experts and straight to the point, so it makes sense that heds, deks, and everything that follows are free pop culture references. However, there is use of rhyme and alliteration as well as puns that reference running lingo.
Typical heds are styled as such.
“RACE READY all winter long” – a service piece on winter gear.
“How to Handle a Head Case” – an expose on mental lapses affecting highschool athletes.
“Mastering the Ages” – a feature/service story on racing as you age.
Heds almost always are accompanied by a dek, and are explanatory. This structure makes it very clear to the audience what the content is before they read it. And considering that the audience, seasoned runners, knows what they want when they get there, it makes sense so that readers don’t waste time on articles that will not benefit them.
Pull quotes are a place that Running Times injects personality in to their informative articles. They are moments from the subject or expert interviewed that pull on the heartstrings rather than statistics or schocking facts.
Cutlines are generally short and simple, but can be longer if there is something that commands a longer explanation. Most of the time however, Running Times employs illustrations and infographics when something might need explaining. Bylines are very short; by [author’s name.] Additional context in regards to the author would make credit lines more informative, but readers trust that the content is coming from experts.