One of the most controversial new trends in digital publishing involves maybe the smallest element of any content piece: the title. What journalists traditionally refer to as “the lede” has always had an important job – to draw readers in and to make them concentrate on that one particular story. Now, however, titles have to take on even more work; aside from drawing readers in, they have to also convince those readers to share that content across social networks, and they also have to alert search engines as to the subject of the content piece.