Many people think that the art of the headline is to attract attention. Well, the one above ticked that box for me but when I delved deeper, I discovered that the noise was emanating, irony of ironies, from a "marketing" company upstairs (read phone sales training company) and that the closure was voluntary, not enforced.
The art of the headline is not just to attract attention. It must also impart information and lead to something that doesn't disappoint.
Addendum: If you utilise multiple meanings in your heading, then you must deliver on all of them. This is advanced practice and should only be attempted by experts.
