From what I can see in (the first few pages of) last week’s issue, there’s a template for headlines in New Media Age. It lets the writers build attention-underwhelming wordinesses using a construction of “business verbs noun (typically an optional preposition and noun phrase)”:
|IAB||turns to||Gates||(in order) to||convince big brands…|
|Egg||assigns||£1m (sic)||to||online in new…|
|3||adds||‘Lost’ previews||in||relaunch for…|
|Be Unlimited||unveils||24Mbps broadband|
There are only four exceptions in the first three pages (containing seventeen headlines in total). Such a structure was presumably originally meant to let the reader know they’re encountering straight, factual reportage with little speculation or comment, but in the end it’s an excuse not to read any of the content. Egg adds iTV adds to relaunch. Be Unlimited offers £1m. Viacom turns to ‘Lost’ previews to convince big brands.