LEADSBy Bradley Wilson, Ph.D.

©2013

The lead is the beginning of the story.

It serves to summarize the story (news) andto grab the reader’s attention (feature).

The lead is the beginning of the story.

It serves to summarize the story (news) and to grab the reader’s

attention (feature).

“I often want to start in the moment, and start with the tension up front … My concern all the time is to

bring readers in, to bring them in really fast.”

DeNeen L. Brown, The Washington Post“Best Newspaper Writing 1999,” Non-Deadline Writing

“The lead is more important because you will never get to the end if you don’t have a good lead.”

Daniel Henninger, The Wall Street Journal“Best Newspaper Writing 1996,” Editorial Writing

“I might write the first sentence 10 different times. Take a look at it, and it’s not quite right. It’s the right

thought, but it’s not the right wording. Or it’s the right wording, but it’s not the right thought.”

Steve Lopez, Los Angeles Times“Best Newspaper Writing 2002,” Commentary

“Don’t bury your lead…The hook, the thing that makes the reader interested in reading the story. Hit them with the news, the peg? Why are you writing this

story? What’s it all about?”

Mark Fritz, The Associated Press“Best Newspaper Writing 1995,” Deadline Writing

SummaryContrast

DescriptiveStory

…

DIFFERENT KINDS OF LEADS

QuestionDirect quotationSecond person

“Imagine this…”

KINDS OF LEADS TO AVOID

5W’s and HBe specific

About 25 wordsActive verbsSummarize

NEWS LEAD

SUMMARY LEAD

JERUSALEM, Nov. 4—A right-wing Jewish extremist shot and killed Prime Minister Yitzhak Rabin tonight as he departed a peace rally attended by more than 100,000 in Tel Aviv, throwing Israel’s government and the Middle East peace process into turmoil.“Israeli Prime Minister Yitzhak Rabin is Killed” by Barton GellmanThe Washington Post, Sunday, November 5, 1995

SUMMARY LEAD

U.S. Ambassador to Libya Christopher Stevens was killed along with three other diplomats Wednesday in Benghazi when a rocket-propelled grenade struck their vehicle.

The Washington Post, Melissa Bell, Sept. 12, 2012

STORY LEAD

A waiter fond of poet Ralph Waldo Emerson attends morning prayers at his church, steps across the street and hijacks a school bus. Owing $15,639.39 in back taxes, wielding what he says is a bomb, Catalino Sang shields himself with disabled children.

Follow my orders, he says, or I will kill the kids. “No problem, I will,” says driver Alicia Chapman, crafty and calm. “But please don’t hurt the children.”

The saga of Dade County school bus No. CX-17, bound for Blue Lakes Elementary, begins.

“Terror Rides a School Bus” by Gail Epstein, Frances Robles and Martin MerzerThe Miami Herald, November 3, 1995

DESCRIPTIVE LEAD

The past came to claim Aleksandras Lileikis this week. It knocked on his door on Sumner Street in Norwood, shattering his quiet present and shocking the friends and neighbors who thought they knew the man in the yellow house. It knocked on all of our doors, pointing to the genocide of more than 50 years, demanding that we hear the stories and seek the truth.“A summons from history” by Susan TrauschThe Boston Globe, Sept. 23, 1994

DESCRIPTIVE LEAD

Her weight’s gone up. Gray hairs have sprouted. She’s gotten used to flat shoes instead of heels and eggplant-shaped dresses instead of the gowns and furs she used to wear. But after a decade in prison for having her husband killed, Betty Lou Haber, closing in on 50, is still as polite and sweet sounding as ever.

“There’s never a night that I go to bed and don’t say my prayers,” she said last week. “I just do the best I can.”

And that’s why Albert Haber’s surviving children are worried.

“A murder story” by David FinkelSt. Petersburg Times, May 26, 1985

FIRST PERSON, CHRONOLOGY LEAD

At 12:30, my husband and I were having a pleasant lunch in a restaurant. At 1:30, we were back home, sitting at the kitchen counter planning a trip to Vienna and Budapest with cherished friends. At 2:30, I was walking out of the hospital emergency room in shock, a widow, my life changed forever, beyond comprehension.

“Facing the void of a life and a love lost in a moment” by Joan BeckChicago Tribune, July 12, 1993

RESOURCES

POYNTER.ORG“The Power of Leads” by Chip Scanlan

OWL.ENGLISH.PURDUE.EDU“How to Write a Lead”