LEADS TO BE AVOIDED
It is a good general rule, and one enforced by nearly all newspapers, to avoid beginning a story with the time. An exception may be made, of course, when the time of a happening is the factor that makes the story. Ordinarily the time is not important enough to be put first in the sentence, though it should be told well toward the beginning of the story. Similarly, avoid starting a story with the place. The weakness of the lead that violates these rules is shown in the following sentence:
At 4 o’clock yesterday afternoon, at Sixth and Market streets, William Jones was shot and killed, etc.
Avoid the trite lead, such as “caught like rats in a trap” and “never in the history of.” The newspaper writer unconsciously accumulates a vast stock of convenient trite phrases, on which he is tempted to draw when working hurriedly. A moment’s thought, however, will nearly always suggest a better way of expression.
“At a meeting of” is usually a weak beginning, and some newspapers never permit it. Better tell at the outset what was done at the meeting. It is more effective to say, “Three patrolmen were discharged yesterday by the Police Board” than “At a meeting of the Police Board yesterday three patrolmen were discharged.” The meeting itself is an incident. The results of the meeting make the story.
Avoid the lead burdened with police data. For example:
Frank Smith, 23 years old, residing at 1010 A street, was arrested this morning at 10 o’clock by Patrolman Jones of the Fifth District on a charge of stabbing and severely wounding Arthur Brown, 27 years old, of 2510 B street.
Writing of this kind appears to have been copied from the police reports. It is forbidden by all well-edited newspapers. Reserve unessential details for the body or the conclusion of the story if they are used at all. Let the lead tell the main facts unhampered by statistics.