The ideal length of a headline.
Adam Morgan

Good read.

Seems inline with David Ogilvy’s take on length not really mattering all that much…

“.. headlines with more than ten words get less readership than short headlines. On the other hand, a study of retail advertisements found that headlines of ten words sell more merchandise than short headlines. Conclusion: if you need a long headline, go ahead and write one, and if you want a short headline, that’s all right too.”