[15] A feature of each of the broadcasts is the use of "headlines" at the commencement of the matters complained of (which are not reproduced in the text set out to the statement of claim), either in the form of a text "headline" or a catchy phrase designed to summarise the story. The role of headlines or summaries at the commencement of news stories may be significant, for the reasons explained by Callinan J in John Fairfax Publications Pty Ltd v Rivkin (2003) 201 ALR 77 at [187]:
"A headline, for example, expressed pithily and necessarily incompletely, but designed to catch the eye and give the reader a predisposition about what follows may well assume more importance than the latter. There are two such headlines here: "It's a Bad Business" and "Caroline's World and the Rivkin Link". Layout may create its own impression. Some black and white shading which was used for one of the stories does have some sinister overtones. The order in which matters are dealt with can be significant. The capacity of the first paragraph of an article, the "intro", to excite the reader's attention is a matter upon which editors place store. The language employed is also of relevance. Here for example, the articles speak of "new information", "details of a secret investigation", "Sydney has developed an obsession", "high profile", "long running … saga", "black box", "money trail", "no negative aspersions were ever drawn", "bonfire of speculation", "celebrity stock broker", "executive assistant" (in quotation marks), "hangout for ex-drug dealers", "closest cronies", "a very serious crime", and "how easy it is to make a murder look like a suicide." The intrusion of irrelevant information may raise questions as to the meaning intended to be, and actually conveyed: for example: "Rivkin had 18 cars ranging from …" and "… share price jump … after a fire on Christmas Eve …". True it may be that readers may take an article or articles on impression, but the fact that they may do so is likely to have the consequence that ideas and meanings conveyed by graphic language will create the strongest impressions. Of course publishers are entitled to use colourful and seductive language, but in using it they may run the risk of seducing readers into believing only what is colourful and on occasions scandalous, rather than the facts conveyed by straight reportage."