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WaPo built a special tool they call 'Bandito' to A/B test headlines and pick the one that gets the most clicks: https://www.washingtonpost.com/pr/wp/2016/02/09/wsj-washingt...

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I've noticed that headlines on some of the major news outlets sometimes change after the javascript fully loads. I don't follow WaPo, so this isn't unique to them.

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