Crossword Genius

Worms or chum (4)

Ross

I believe the answer is:

bait

(Other definitions for bait that I've seen before include "Lure; deliberately taunt" , "Used to lure fish or other animals into danger" , "Fishing lure" , "Annoy; enticement" , "Enticement, lure" .)

I've seen this clue in the USA Today.
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