Yes, it's to grab your attention with the broad subject, and then tell you something interesting about it. This ensures that you click on the headline. In your

Yes, it's to grab your attention with the broad subject, and then tell you something interesting about it. This ensures that you click on the headline. In your version of the headline "Signs of Insiders' Edge in Fantasy Sports", your typical American reader has already lost interest by "Signs of Insiders' Edge" which is kind of an obscure metaphor. Whereas the paper one grabs the attention with "Fantasy Sports". You like fantasy sports, you play fantasy football at your cubicle job every day. "Insiders' Edge"? Oh shit, there must be something wrong with it. Better click on the headline and check that out. Boom, NYTimes serves you 200 ad impressions (or sells a paper copy).