The "chum" of chumming (4)

I believe the answer is:

bait

(Other definitions for bait that I've seen before include "Used to lure fish or other animals into danger" , "Annoy; enticement" , "Angler's lure for fish" , "Food on a hook to attract fish" , "Enticement, lure" .)

I've seen this clue in The New York Times.

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