Writing magazine headlines is about the hardest thing there is to do. It is very emotional for everyone involved. Ideally there is a hed that fits perfectly, that ties together the photo, the story idea, and the mood of the magazine. The greatest headline ever written was in Wired: "Nobody Fucks With the DMV." Anyone who read that hed knew what the story was going to be about, and what the magazine felt about the story. (This was earlier in the 1990s, before people said the F word so much.) A bad hed for that story would have been, like:

The DMV Goes

HIGH TECH

This is the kind of hed that floats around, though. It's adequate but obviously careless. It's easy for people to agree on. It would be easy to design around, using the latest "digital" font. Someone would imagine writing the headline on the touchscreen of an electronic ticketing pad like cops use. What a fun idea, someone else would say.

The key thing with headline writing is that you're shooting for the a-ha hed that makes everyone *in the meeting* look up and say, "Yeah!" but that has never happened in the history of magazines. No three people in a hed meeting have ever agreed on a headline except in order to move on.