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The adjacent image shows what can happen when weak news subject matter leads to a disjointed report, and a worse promotional link.

The headline plays up how respondents to a new poll say Wal-Mart is the institution that best symbolizes America. The text below, which we newsies call a "teaser," cites two completely different poll findings, about taxes and Twitter. The thumbnail photo alongside? George Clooney.

Not knowing any better, one might ask: What does Clooney have to do with Wal-Mart? What do either have to do with taxes or Twitter?