I know this headline writer at the Bowie Blade-News, so when I had to find an example of a not-so-adept online headline, I knew where to look!
The headline reads: "There's lots to 'spell-abrate' at Tulip Grove"
Obviously, "spell-abrate" is a play on words, meaning "celebrate."
According to Foust ("Online Journalism," p. 135), "cute" headlines, ones that use wordplay, tend to fall flat online. While this headline is very cute, I agree that it falls flat online, especially when online headlines need to be more literal for search engine optimization.
This headline writer taught me a thing or two over the years about headline writing; now I can share with him about online headline writing!