Yep. I have written for several large publications. We submit the article, usually are required to submit 3-10 possible titles (depending on the publication), a

Yep. I have written for several large publications. We submit the article, usually are required to submit 3-10 possible titles (depending on the publication), and the editors rarely use any of the 10 titles anyway. Fun fact, many publications also make you submit a handful of social media post headlines too. Most people don't realize that the author's content and the title are written by completely different people. Titles are generally designed by committee. A company like Bloomberg will have software in their CMS where 3 different titles are probably added at publish time and the CMS automatically A/B (and C) tests them for the first hour or so to see which performs best before automatically locking in the best performing headline. This is why you sometimes swear an article's headline has changed... it most likely has. This is also true with most major YouTube channels. The thumbnails and headlines are aggressively tested during the first 60-120 minutes before locking in the highest performing combination.