In journalism, the opening of an article, known as the lead, is the gateway to the story. This initial sentence or paragraph gives readers a concise preview of the news to follow. A well-constructed lead provides the most meaningful information immediately, establishing the piece’s direction and tone.
Defining the Journalistic Lead
The journalistic lead presents the most newsworthy information at the beginning of an article, an approach embodied by the inverted pyramid structure. In this model, the lead forms the wide base at the top, containing the story’s most substantial facts. Subsequent paragraphs taper down to less important details, so a reader can grasp the story’s essence from the first few sentences.
This structure originated with the telegraph, when connections could be unreliable. By transmitting the most important information first, news outlets ensured the core facts would arrive even if the transmission was cut short. This practice also allows editors to shorten articles from the bottom, confident that the main points remain intact.
The building blocks of a lead are the “5 Ws and H”: Who, What, When, Where, Why, and How. A comprehensive lead answers most of these questions to provide a complete, albeit brief, summary of the topic.
You may also encounter the term “lede,” an alternative spelling for lead. This spelling emerged in newsrooms to prevent confusion with the word “lead” as in the molten metal strips used in older printing processes. The jargon persists in many journalistic circles.
The Purpose of a Strong Lead
A strong lead serves the dual purpose of informing the reader and capturing their attention. It provides a clear, accurate summary of the story’s significance, respecting the reader’s time in a fast-paced media environment.
Simultaneously, the lead is crafted to entice the audience to continue reading. By using engaging language and highlighting the most interesting aspects of the report, the lead acts as a hook. A well-written lead also builds trust and sets the tone for the rest of the article.
Common Types of Leads in Journalism
Journalists use various lead types, each suited for different stories. The choice of lead helps frame the narrative and connect with the reader.
Summary Lead
The most common type in hard news is the summary lead. It directly and concisely presents the core information, answering the 5 Ws and H in the opening sentences. This approach is valued for its efficiency and clarity.
Example: The City Council voted Tuesday to approve a $1.2 million budget for the construction of a new public library, which is scheduled to break ground next spring.
Anecdotal Lead
Used in feature stories, an anecdotal lead uses a short, compelling narrative to draw the reader in. This lead focuses on a specific person or event to illustrate a broader theme or issue. It works by making a larger topic more personal and relatable.
Example: Every morning for the past ten years, Maria Flores has unlocked the front door of her small bakery, but on Wednesday, she found a foreclosure notice taped to the glass.
Descriptive Lead
A descriptive lead uses vivid language and sensory details to paint a picture for the reader. The goal is to create a strong sense of atmosphere or place. This style is effective for stories where the setting or mood is a central element.
Example: The air in the old gymnasium hung thick with the smell of popcorn and sweat as the final seconds ticked off the clock, the roar of the crowd deafening.
Question Lead
This lead poses a direct question to the reader to pique their curiosity. Journalists are advised to use this type sparingly. An effective question lead must be thought-provoking and not have a simple “yes” or “no” answer.
Example: What would you do if your entire life savings disappeared overnight?
Quotation Lead
A quotation lead begins with a direct quote from a source. This approach is best used when the quote is exceptionally powerful or insightful and can effectively summarize the story’s core conflict. The quote must be compelling enough to stand on its own.
Example: “We never thought we’d see the day this factory would close its doors for good,” said a former employee of 30 years.
How to Write an Effective Lead
Crafting a good lead requires a focus on precision and clarity. The primary goal is to be concise, delivering the most important information without unnecessary words. Leads are often a single sentence, between 25 and 40 words, forcing the writer to be disciplined and direct. This brevity ensures the reader can quickly absorb the main point.
Using strong, active verbs is another practice for writing an effective lead. Active-voice constructions create a sense of immediacy and energy, making the writing more engaging. Passive sentences can feel dull or evasive, and they are generally avoided in strong leads.
Clarity is paramount, which means avoiding jargon, clichés, or overly complex sentence structures that might confuse the reader. The lead should be specific enough to be interesting and informative. A vague or overly broad opening fails to tell the reader why the story matters to them, giving them little reason to continue reading.
Ultimately, writing a good lead involves identifying the most important element of the story and communicating it clearly. It is a balance of providing enough information to inform the audience while also creating enough interest to make them want more. This is achieved by focusing on the core facts and presenting them in a direct and compelling way.