If people often only read the headlines, then their accuracy, precision, and information density are likely of paramount importance. Even when we read articles in full, their headlines may still frame our understanding of the subject.

The factors driving word choice in this context appear to be:

• Engagement

• SEO / AIO

• Style Guides

• Liability

• Editor's Whims

Only two of the five are meaningfully oriented towards accuracy and clarity, and that presumes a good guide and consistently thoughtful editor.

This leaves us with several questions concerning the current state of affairs and opportunities for improvement:

• How widespread and severe are the issues? How much variation is there between and within organizations?

• How should we weigh connotation against denotation, and to what extent does cultural context limit our ability to settle on a single, durable approach?

• Given the flexibility afforded by digital platforms, can we find better ways to communicate an article's topic (e.g., A-B test for understanding, instead of engagement, or find novel ways to direct readers to material of interest)?