The content analysis study was conducted to measure the creative performance by newspapers in headlines during “ON” (action packed month) and “OFF” (action less month) situations. It was found that creativity is exercised in the headlines throughout the year irrespective of the time. The developed and standardized 9 creative styles which guide the manufacturing process of a creative headline and SMS style emerged the favourite one. A clear relationship between the creativity and the readership of the newspapers was evident. An inversely proportional relationship was observed between creativity and word length. No significant difference of any sort was found in comparing the ‘ON’ and ‘OFF’ situations.
