Not OP, but I think I think I see what he means. I get headlines from NYT and WSJ on my phone and sometimes you see the same news story with a different headline.

For instance recently I saw these headlines (paraphrasing):

(WSJ) Unemployment Drops to Lowest Level in 60 Years

(NYT) Unemployment Drops, Continuing the Trend of the Last 8 Years

Are these headlines necessarily editorialized? No, but I do notice this trend somewhat regularly in major publications