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The lead

The lead. Readers look first at:The headline or titleThe picturesThe leadand maybe, if you're luckythe rest of the story. What does the lead do?. Grabs attentionStarts flow that propels the story forwardTells something about the subject of the storyShows the significance of the storyAns

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The lead

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    1. Paul Mundy www.mamud.com The lead The first few paragraphs that lead the reader into the story

    2. The lead Readers look first at: The headline or title The pictures The lead and maybe, if you’re lucky… the rest of the story

    3. What does the lead do? Grabs attention Starts flow that propels the story forward Tells something about the subject of the story Shows the significance of the story Answers “So what?” Shows what kind of story it is Establishes pace and tone of story Establishes writer’s voice and authority

    4. Eight types of leads Straight lead Scene lead Anecdote lead Point-of-view lead Quote lead List lead Direct address lead Question lead

    5. Straight lead In Tanzania, like in many other African countries, coffee used to be closely controlled by the government. The coffee market was regulated through a national commodity board and through the cooperative unions – groupings of rural cooperative societies. The rural coops were not really grassroots organizations where farmers joined forces, but acted merely as agents of the government-controlled unions. They received directives from the union they were a member of, and from government officials. Their main tasks were distributing subsidized inputs and to assemble coffee grown by their members to sell to commodity boards, at prices fixed by the government. They were not allowed to trade with private traders, and private traders were not allowed to buy from farmers, the rural coops or the unions. Multinational companies were required to apply for a license as a coffee exporter and were allowed to buy from only one source – Moshi Coffee Auction – an auction centre in the northern Tanzania.

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