.svg)
masthead
masthead · Optional
Appears in
What is it?
masthead links a news media organization to its masthead page: a page that identifies the publication's top editorial leadership and ownership. Traditionally the masthead is a printed box listing editors, publishers, and ownership information. In structured data, it is a URL or CreativeWork pointing to the digital equivalent on the organization's website.
The field is defined specifically for NewsMediaOrganization but is valid on Organization more broadly.
Why this matters for AEO
Masthead transparency is a core component of journalistic credibility. AI answer engines and news-focused systems use the presence of a masthead link as a signal that a news organization is being transparent about its editorial structure and accountability. For Google's News Showcase and similar features, structured data signals like masthead help establish that a publication operates with standard newsroom governance. When AI systems evaluate whether to cite a news source in a response, editorial transparency signals drawn from structured data contribute to the trustworthiness assessment. A publication without a declared masthead is more opaque to automated systems than one that links to its editorial leadership.
What the specs say
Schema.org:masthead expects a CreativeWork or URL. It provides a link to the masthead page or a page listing top editorial management for a NewsMediaOrganization. [Source: https://schema.org/masthead]
Google: Not mentioned. This field is not listed in Google's structured data documentation for Organization. [https://developers.google.com/search/docs/appearance/structured-data/organization]
How to find your value
Most news organizations already have a masthead page or an About/Leadership page that lists editorial staff and ownership. Common locations:
- A dedicated
/mastheador/about/mastheadURL - An "About" or "About Us" page that lists editors and ownership
- A "Staff" or "Team" page identifying editorial leadership by role
- An "Editorial Standards" page that also identifies leadership
If your publication does not have a dedicated masthead page, create one. It should at minimum identify the editor-in-chief, key editorial directors, and the publication's ownership or parent company.
Format and code
Using a plain URL:
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "The Atlantic",
"url": "https://www.theatlantic.com",
"masthead": "https://www.theatlantic.com/masthead/"
}
Using a CreativeWork object for more detail:
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "ProPublica",
"url": "https://www.propublica.org",
"masthead": {
"@type": "CreativeWork",
"url": "https://www.propublica.org/people/",
"name": "ProPublica Staff"
}
}
Full NewsMediaOrganization with masthead and related policy fields:
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "Reuters",
"url": "https://www.reuters.com",
"masthead": "https://www.reuters.com/info-pages/about-reuters/",
"publishingPrinciples": "https://www.reutersagency.com/en/about/the-reuters-trust-principles/",
"ethicsPolicy": "https://www.thomsonreuters.com/en/about-us/company-code-of-conduct-and-supplier-code.html"
}
Webflow implementation
Static pages
Add masthead to your NewsMediaOrganization JSON-LD block on your site's homepage or primary About page via Page Settings > Custom Code. Since the masthead URL is stable, a static implementation in the <head> is appropriate.
CMS template pages
Masthead data is organizational-level, not page-level. Implement on static pages rather than CMS templates.
In Schema HQ
The organization schema editor in Schema HQ exposes masthead as a URL field within the NewsMediaOrganization properties section. Enter the URL of your masthead or leadership page, and Schema HQ includes it in the published JSON-LD.
Real examples
Associated Press :
{
"@context": "https://schema.org",
"@type": "NewsMediaOrganization",
"name": "The Associated Press",
"url": "https://apnews.com",
"masthead": "https://www.ap.org/about/",
"publishingPrinciples": "https://www.ap.org/about/our-story/mission-and-principles"
}
Related fields
FAQ
Is masthead only for NewsMediaOrganization?
masthead is defined specifically for NewsMediaOrganization but the field is technically valid on Organization. In practice, it is used almost exclusively by news publishers. Non-news organizations with public-facing leadership pages typically use member or employee fields to represent staff rather than masthead.
Does masthead contribute to Google News eligibility?
Google's News Publisher Center has its own eligibility criteria, and Google has not documented masthead as a specific signal for News eligibility. However, editorial transparency practices that masthead represents align with the kinds of signals Google uses to evaluate news publisher quality. The Trust Project, which developed many of these schema.org properties for news organizations, specifically cites masthead transparency as a trust indicator.
Should the masthead page list all staff or only senior leadership?
A masthead page typically identifies top editorial leadership: editor-in-chief, managing editors, section editors, and key business leadership. It does not need to list every contributor. The function is accountability and transparency about who is responsible for editorial decisions, not a complete staff directory.
