Newspaper's start of sales pitch (4)
I believe the answer is:
star
'newspaper's' is the definition.
(The Daily Star is a newspaper)
'start of sales pitch' is the wordplay.
'start of' suggests taking the first letters.
'pitch' becomes 'tar' (synonyms).
The initial letter of 'sales' is 's'.
's'+'tar'='STAR'
(Other definitions for star that I've seen before include "- - of Bethlehem" , "Celebrity - shining light" , "White blaze on a horse's forehead" , "top player" , "Sirius, eg" .)