Last month I posted about a typo on the website of a regional newspaper.
It was one of my occasional postings about errors but I observed recently that the same site again used a variation of the word 'bolster'. It seems they use it frequently, which reminds me of the line about how every journalist needs new cliches.
Bolster does seem like a good word for headlines though as it's short and is easily recognised as a metaphor or perhaps sometimes as an analogy.
If you try thinking about "out-of-towners" as pillows you get this image of grey nomads in a pile with a bunch of Waggans eating and drinking on top of them.
Try it for yourself!