With media outlets ever struggling to create a strong captivating headline story. This has even gotten to the point journalists have delved into the ethical grey (http://www.telegraph.co.uk/news/uknews/phone-hacking/8634176/Phone-hacking-timeline-of-a-scandal.html) to obtain an eye catching headline.
Though it's on a smaller scale local news outlets also have the problem. Chris Frost writes on the nature of information people want to have in their news their are two types:
1. This kind of news tells us about our surroundings and environment that we need to survive. An example of this would be (http://thelincolnite.co.uk/2012/01/cctv-appeal-over-sexual-assault-in-lincoln/) - though it may pertain strictly to Maslows hierarchy of needs this still informs people of Lincoln about the dangers on the streets. This kind of news tends to be breaking and what could be considered as 'hard' news, as demonstrated from the link above hard stories pertain to a serious subject.
2. This kind of news is about ourselves and, by extension, our fellow human beings. These kinds of stories are what could be considered on some occasions to be 'soft' news stories like for example the story of Karl Mcartney growing a goatee for the Movember event (http://thelincolnite.co.uk/2011/12/lincoln-mp-grows-a-goatee-for-charity/ ) , this is soft as it does not directly relate to a serious event. However the story of a mother setting up a charity in honour of her childs death has the human element but relates to a very serious subject (http://thelincolnite.co.uk/2011/12/my-babys-disorder-was-incompatible-with-life/ ).
To apply this to one of my stories and why this was immediately placed in an area of central visual impact (http://thelincolnite.co.uk/2012/01/fewer-gift-pets-abandoned-in-lincoln/ ). The story could be considered as maybe a hybrid soft news story of point 1. Because the story concerns itself with the surroundings of the city (the animal population). Though the subject is serious it's not considered as serious as the story used in point 1 and fortunately my findings for the RSPCA story were more optimistic then those the CCTV story. Another reason the story was considered to be headline news could be attributed to the photo since it's unique and pertains to something which conotates 'cuteness' and again according to Roger De-Bank it includes someone doing something interesting.