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