erm, commenting on the ROI bit, but in Journalism AFAIK (or at least writing articles and so on) there are concepts of how a title/ sub-heading / article should be written to give the maximum amount of info based on its "part" (if i make myself clear in that a title/sub-heading/article is a part of an article).

in that sense, writing with this in mind makes the ROI pretty obvious, since it's being written already in the first place.