Crossword Genius

Deserve attention, beginning now (4)

Ross

I believe the answer is:

earn

'deserve' is the definition.
(I've seen this before)

'attention beginning now' is the wordplay.
'attention' becomes 'ear' (ear is a kind of attention).
'beginning' suggests taking the first letters.
The initial letter of 'now' is 'n'.
'ear'+'n'='EARN'

(Other definitions for earn that I've seen before include "There's merit" , "Gain, take in" , "Take home" , "Gain (money, reputation, etc)" , "and 3: Work for bed and board" .)

I've seen this clue in The Independent.
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