This is a great article on the power of SEO for a rather LARGE Newspaper company. Their traffic has skyrocketed using basic methods of not including pronouns, and using lots of link juice power from their monster sites. Basic stuff that I tutor all of my clients.
(he) said to them that although it may not be perfect for you guys journalistically to put a full proper noun in a headline, it makes a huge difference to the number of people who read your quality content