I think it's interesting how the same story can have such different spin, just by changing the headline. As an example, check out the following headlines. They're from newspapers around the country introducing the exact same article.
- Armstrong wants to finish in style
- Armstrong stays on course
- Workin' on a chain gang
- Armstrong getting closer to seventh Tour title
- Armstrong emerges from mountains still in lead
- Armstrong not giving in to rivals
- Armstrong protects lead in mountain stage
- Armstrong feeling better every day
- Armstrong Aiming for Daily Tour Stage Win
Another thing about headlines is that at many major newspapers the person who writes the story doesn't actually come up with the headline. The writer turns in the finished article and someone else comes up with the title and decides what quotes to pull out as teasers (known as "call-outs"). It seems strange to me that journalists can't choose the titles of their stories, but I'm sure there's a good reason for it.