Here is a very good example of a bad headline. Headlines should catch your attention but also describe as best they can,accurately, what the story is about.
- TECHNOLOGY -
PC Sales Off, Games Buoy Microsoft
A slowdown in personal computer sales at Microsoft was
overshadowed by strong sales of its Kinect and Xbox video
game products.
http://www.nytimes.com/2011/04/29/technology/29microsoft.html?nl=todaysheadlines&emc=tha26
As you can see 'a slowdown in personal computer sales at Microsoft' leads. Microsoft does not sell computers, so a slow down of zero is how many sales?? Thinking should be involved in headline writing as well as writing the story itself.