Stop the presses!

As we were finishing up the paper today, my editor called out from the computer where he was laying out the front page for my suggestion on how to headline my story on an expansion taking place at Wake Forest University's primate medical research center.

Actually, what he asked was "Hey Matt, if you had five words to convince people they should read this story, what would they be?" Editors sometimes like to offer helpful reminders about what a headline is for.

I answered his question, but he didn't use my suggestion. Seriously, though, if you were looking at the front page of a business newspaper and had to choose between the story titled "WFU starts $3M primate expansion" and one headlined "Monkeys! Monkeys! Monkeys! Monkeys! Monkeys!", which one would you read first?