This article deals with the issues of matching pragmatic potential with information content of titles and subtitles in newspaper articles, specific features of their syntactic structure and the pragmatic significance of choosing certain linguistic means. The article analyzes the quantity of explicit and implicit information, contained in titles and subtitles, features of presenting information (repetition, addition of details, understatement, ambiguity, use of words with a bright connotative meaning, etc.)that is exploring the means used to realize the main pragmatic purpose of newspaper titles and subtitles-to attract readers' attention, arouse their interest, intrigue them and, as a result, to encourage the audience to read the article. A comprehensive analysis of titles and subtitles also allows us to examine the possibilities of their reciprocal matching, used in the modern French press to enhance the integrity of the newspaper article structure and the pragmatic effect of its influence on readers. The analysis is based on newspaper titles and subtitles of the modern French press, united by the theme of the Winter Olympic Games 2018, namely the problem of Russian athletes facing doping allegations and the possibility of their participation in the Olympic Games.