mario garcia
Layering stories Headlines are beacons leading us to a destination. Because the destination is usually a mass of text, smaller beacons, such as deck heads or summaries, also contribute to getting us into a story. But for these devices to work well, copy editors must make sure that each new element within a story structure adds information, that they do not simply repeat the thought from the headline into the deck and into the summary. When I worked with The Philadelphia Inquirer, the editor would not release the completed redesign until everyone on the copy desk understood and applied the concept of integrated editing: insuring that each element in the story structure contributed an added dimension of the story. At the Asian and European Wall Street Journals, the lead structure on each page uses three elements preceding the text. The main headline, our primary beacon, wets our appetite. The second deck amplifies what the story has to offer, and additional decks or summaries take us by the hand—or the neck—into the text. 
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pure design
Hand in hand: The Philadelphia Inquirer editors and designers know that writing, editing and design combine to give us pages where words and images form a harmonious marriage. Headlines and photos/illustrations convey different aspects of a story. Collaboration between editors and designers leads to the best designed pages. 15