Now that's Rich

"Since the Times-Standard could use some sophistication, we'll try for fewer udders in headlines in the coming months." – Rich Somerville on using headline puns 5/29/07

Somerville shares two "pun tests" he attributes to the late Ted Bernstein of the New York Times:

”The first is whether each of the two meanings of the word forming the pun is appropriate. ... The second test is based on the theory that the basis of humor is incongruity and unexpectedness. This means that the pun should not be obvious; it should not be just lying around waiting to be picked up. The best advice that can be given to the headline writer is to avoid the pun unless he is convinced that it is exceptionally good. If there is one thing that most newspapers need, it is more sophistication.”

Apparently someone at the ER thought Rich's advice was right on the money. On today's front page, for example: "Reel rewards".

Coincidence? Unusual choice for the 'porter, better known for such headlines as the cryptic "Harbor District commissioners to meet," the imaginative "Local doctor to be honored for youth oral care programs" and the oh-so-succinct "Dinner."

Well, humor in the ER was unexpected.