Tomorrow's Business: Here is the news: no, you can't change my headline

At newspapers, headlines are set in stone, there forever to remind us of the follies of politicians, celebrities and business people. On the internet, headlines are malleable. So flaks try to get hacks to change online headers more and more.

Sometimes the flak has a point and we're happy to make the adjustment. It's no cost to us and we're keen to be reasonable (always). It's getting out of hand though and you may be collectively over-playing your hand.

Save the complaint for when you've really got a point. Headline words are short. To. The. Point. The nuance is in the words below. That's why headlines are called headlines. At their best they are the work of brilliant men who have been cruelly misunderstood as wastrels.

This is the greatest headline ever written: SUPER CALEY GO BALLISTIC CELTIC ARE ATROCIOUS. That's how you turn a dull story about Caledonian Thistle winning a Scottish Cup match against Celtic into tabloid legend.

If you've got a facility for this sort of thing, try us. If the headline is clever enough, we'll run it no matter how boring the story.

Proof of this: when I was at The Sun, a brilliant sub editor called Clive Andrews and I had a go at our own version of the Super Caley device, atop a tedious story about a Eurostar tickets boom in the middle of industrial action.

It read: SUPER CALAIS SALES STATISTICS (STRIKES WERE QUITE ATROCIOUS). Nah, you're right. It's not as good as the original. But it would have hurt our feelings if you had asked to change it.

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