The title of a news report displayed in larger and bolder letters to attract the reader’s attention. Usually it appears on page one above the fold. It summerizes the story less than a dozen words and it’s well separated from the other parts of the article. In order to spark curiosity it applies questions or provocative thoughts to encourage people to read the whole message.

Saxena, Sunil (2006). Headline Writing. Sage Publications. California. p. 17.
Fazekas Ildikó & Harsányi Dávid (2011). Marketingkommunikáció érthetően. Szókratész Külgazdasági Akadémia Oktatási és Tanácsadó Kft. Budapest. p 343.
Chandler, Daniel & Munday, Rod (2011). A Dictionary of Media and Communication. Oxford University Press. Oxford. p. 182. See the Online Edition