THE GENERAL RULE
Reference has been made to the advice sometimes given news writers to tell who, what, when, where and why as soon as possible in the story. Investigation shows that if any such rule exists it is not generally adhered to. Facts that come under these heads are often subordinated to make the lead clear or to give the main fact added prominence. Every story must be considered by itself. If any strict rule can be laid down, it is this: Tell the main facts first, as clearly and forcibly as you can. Remember, however, on whatever plan you build your lead, to answer all the essential questions somewhere in the story. The story that tells who, what, when, where and why, and in addition explains how, is likely to be complete. As a reporter, run over these questions in your mind and see if you are prepared to give an answer to each.
STUDY OF 100 TYPICAL STORIES
To ascertain the favorite newspaper method of beginning the story, chiefly from the point of view of sentence structure, the writer examined 100 first-page stories in sixteen of the leading daily newspapers of the country. This is the result, tabulated:
| Beginning with subject of main verb | 71 |
| Beginning with modifying phrase or clause | 23 |
| Beginning with direct quotation | 4 |
| Beginning with “There is” | 2 |
In other words, 71 per cent. opened with a simple, direct statement of fact, with the qualifying parts subordinated. Twenty-three per cent. opened with a qualifying phrase or clause containing some feature of the story, as “thanks to the wireless telegraph,” “dragged more than 100 feet” and “unless a court ruling interferes.” Four per cent. began with a striking quotation, while only 2 per cent. used the “there is” structure in the first sentence.
Of the seventy-one stories that began with the main clause, twenty-two put names first. In nearly every such case the name was that of some widely known person, either nationally or in the community in which the paper is published, such as the President, a governor or a chief of police.
Only six of the 100 stories began with a subordinate phrase in the participial form. One story opened by answering the question “why” in a “because” clause and two opened with “although.” Not one gave the time or the place first in the sentence. In no case was the introductory sentence long or involved.
The figures here compiled are instructive in showing that the modern news writer wastes no time in preliminaries, but goes straight to the heart of his story.
The first words of twenty typical leads of the 100 examined, indicating their sentence structure, are here given: