First, that is, and foremost.
In other words, in a straightforward news story, don’t open your article like many long-read New Yorker feature stories: In the summer of 1965, a group of scientists gathered etc, etc, etc.
Or as Thomas Hardy opens The Mayor of Casterbridge, like this: “One evening of late summer, before the nineteenth century had reached one-third of its span….”
See? If you open your story this way, it will take the read more time (and patience) to find out what’s going on. For a straightforward news story about facts, growth in the economy, latest European Championship soccer results, crimes and murders, you need to hurry up.
Hurry up and tell the facts fast – and that means first.
In other words, first things first.
This is not to say that delaying the lead does not work. Of course it often does, especially if any aspiring young journalists move on to better things, such as writing long feature articles for the New Yorker, but for the moment, let’s stick to the point and say it point blank:
Don’t bury the lead.
Okay, here are media examples to put “burying the lede or lead” in more contexts:
1. In journalism, it’s called “burying the lead”: A story starts off with what everyone already knows, while the real news—the most surprising, significant or never-been-told-before information—gets pushed down where people are less likely to see it.
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