Writing great ledes

3. Writing great ledes • Collect all your facts • Sum it up, boil it down • Prioritize the five Ws (and an H) • Rethink, revise, rewrite • Is it clear? • Is it active? • Is it wordy? • Is it compelling? • Is it news??????

4. Arthur Brisbane (L.D.) “If you don’t hit a newspaper reader between the eyes with your first sentence, there is no need of writing a second one.”

5. Don Wycliff (Ph.L) “I’ve always been a believer that if I’ve got two hours in which to do something, the best investment I can make is to spend the first hour and 45 minutes of it getting a good lead (lede), because after that everything will come easily.”

6. Ledes, ledes, ledes

7. Basic inverted pyramid lede • This is the one you must master

8. Basic inverted pyramid lede • This is the one you must master • Prioritize the Ws and a H and jam most of them into the first sentence

9. Basic inverted pyramid lede • This is the one you must master • Prioritize the Ws and a H and jam most of them into the first sentence • Sum it up, boil it down

10. Basic inverted pyramid lede • This is the one you must master • Prioritize the Ws and a H and jam most of them into the first sentence • Sum it up, boil it down • Is it clear, active, not wordy, compelling?

11. Basic inverted pyramid lede • This is the one you must master • Prioritize the Ws and a H and jam most of them into the first sentence • Sum it up, boil it down • Is it clear, active, not wordy, compelling? • The essence of journalism: what is the news?

17. Steve Jobs on newspapers • The father of creative destruction… iMac, iPod, iPhone, iPads • In 2006 he predicted that in five years there would be no printed papers • Challenged older media to adapt to how he thought people would consumer their product… news • Top use for iPad is news. Steve’s fav app?

19. Other lede variations • Delayed identification lede

20. Other lede variations • Delayed identification lede • Lede that withholds a person’s name (or other key W) until the second graph

22. Other lede variations • Delayed identification lede • Lede that withholds a person’s name (or other key W) until the second graph • Don’t name names in lede unless person is well known (Prominence)

23. Other lede variations • Immediate identification lede

24. Other lede variations • Immediate identification lede • Use only when somebody really important says or does something

27. Other lede variations • Anecdotal/narrative ledes

28. Other lede variations • Anecdotal/narrative ledes • A mini story to illustrate your bigger story

29. Other lede variations • Anecdotal/narrative ledes • A mini story to illustrate your bigger story • Save for longer stories, feature news, softer news

30. Other lede variations • Anecdotal/narrative ledes • A mini story to illustrate your bigger story • Save for longer stories, feature news, softer news • Wall Street Journal loves this style

33. Other lede variations • Scene-setter: “It was a dark and stormy night...”

35. Other lede variations • Scene-setter: “It was a dark and stormy night...” • Direct address: “Your tax bill is about to go up after Sarasota City Commissioners...”

36. Other lede variations • Scene-setter: “It was a dark and stormy night...” • Direct address: “Your tax bill is about to go up after Sarasota City Commissioners...” • Startling statement: “One in three LAF students will drop their iPhones in a smoothie this year...”

38. Ledes to avoid

39. Ledes to avoid • Topic lede: “The City Commission met Tuesday to discuss tax increases.”

40. Ledes to avoid • Topic lede: “The City Commission met Tuesday to discuss tax increases.” • Question lede: “Will the Florida Gators come out of their funk in time to earn a bowl bid?”

41. Ledes to avoid • Topic lede: “The City Commission met Tuesday to discuss tax increases.” • Question lede: “Will the Florida Gators come out of their funk in time to earn a bowl bid?” • Quote lede: “Journalism is the best class ever,” said Buoy M. I. Smart.

42. Meet your ‘dateline’ • Its used to let readers know where the story is originating

45. Meet your ‘dateline’ • It’s used to let readers who where the story is originating • Style is: SARASOTA, Fla. --

46. Meet your ‘dateline’ • It’s used to let readers who where the story is originating • Style is: SARASOTA, Fla. – No need to add state with big cities such as Chicago, San Francisco or Miami

47. On deadline…. • You are a hard-news reporter • You are writing for tomorrow’s paper and website • Write a lede and second graf from the following facts • Use summary, inverted pyramid style lede • Less than 35 words in your one-sentence lede!

50. Assignment 10/22 • Pages 46-51 • Exercises 1, 2, 3, 4, 5 on pages 62-63