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Good advice.

I never realized the author didn't write the headline/subhead - I love writing headlines and subheads.

Noted for all future writing contracts.

I think it's fairly standard in journalism (both newspapers and magazines). A lot of bigger magazines and newspapers have a full-time headline writer who basically does only that, possibly along with some related headline-ish tasks like pulling out those random quotes from the article that get printed in large font in insets.

I used to work at a newspaper.

This person is known as the "subeditor". They also have influence on page layouts in their section, so they have the power to highlight or bury some stories.

Newspapers and magazines also have a stake in their own brand, image, and "feel." They also have a stake in the marketability of their product, or their own idiosyncratic view of such, which in this context would be your essay/article.

What was your original title?

I'm guessing the one on the 37signals blog: How to get good at making money

Just an FYI to those who haven't seen it in print: "How to Get Good at Making Money" is the cover-line we used for the hard-copy.

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