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Explanation: They didn’t make it up. It’s used in journalism, although from what I could see, it comes up more in texts from Argentina, so I don't know if it's a local meaning or not.
sub•head
n. In both senses also called subheading.
1. The heading or title of a subdivision of a printed subject.
2. A subordinate heading or title. http://dictionary.reference.com/search?q=subhead
The online magazine Salon not only employed the headline "Starr Wars" but also added a ***subordinate headline (a "subhead" or "subhed," in parlance).*** http://www.mcsweeneys.net/1998/12/01headlines.html
And here’s a text using subhead in your type of context, i.e., in a brochure.
Subhead: The function of a good subhead is to create a transition between the headline and the body of the text. Check newspaper stories. You have an attention grabbing headline, then some smaller text with more "teaser text" to lead you into the main text of the story. Your ads and brochures should use the same techniques. Don't have a headline, then an illustration, then body text, without some sub text to gently lead the reader. http://www.smalltownmarketing.com/adsthatsell.html
The asker has declined this answer Comment: I'm afraid you've got the wrong end of the stick this time, thanks anyway
2 hrs confidence:
loss of market share
Explanation: downturn is good too. this might be more appropriate for describing a specific product or company. also colloquial "is in a rut", or, more economically based "report a loss".
Explanation: They didn’t make it up. It’s used in journalism, although from what I could see, it comes up more in texts from Argentina, so I don't know if it's a local meaning or not.
sub•head
n. In both senses also called subheading.
1. The heading or title of a subdivision of a printed subject.
2. A subordinate heading or title. http://dictionary.reference.com/search?q=subhead
The online magazine Salon not only employed the headline "Starr Wars" but also added a ***subordinate headline (a "subhead" or "subhed," in parlance).*** http://www.mcsweeneys.net/1998/12/01headlines.html
And here’s a text using subhead in your type of context, i.e., in a brochure.
Subhead: The function of a good subhead is to create a transition between the headline and the body of the text. Check newspaper stories. You have an attention grabbing headline, then some smaller text with more "teaser text" to lead you into the main text of the story. Your ads and brochures should use the same techniques. Don't have a headline, then an illustration, then body text, without some sub text to gently lead the reader. http://www.smalltownmarketing.com/adsthatsell.html
The translation workplace 
