The Lead

The beginning of the newspaper story is the lead. It is the most

important paragraph of the entire account. Because newspapers are
read rapidly, the opening of the story requires the most attention
from both the reader and the writer. The reader samples the story
and then makes the choice of reading on or jumping to another story.
Even in such articles as interviews, features and critical reviews, the
lead still is the most polished part.

Beginning the lead. The reporter tries to place the big feature into
the opening 6-8 words, which usually compose the first line of type.
This is specially true of the conventional news lead. It is natural,
therefore, that the articles “a and an”, the expletives “there,it” are
considered poor words for beginning the lead. They should be used
only when needed in establishing the vital element at the beginning
of the lead.

Classification of Leads
According to purpose, leads are generally divided into two broad
classifications:
1. The conventional, sometimes called the summary lead.
2. The unconventional lead, also called unorthodox or novelty
(freshness or uniqueness)

Most, but not all, news stories use the conventional; feature stories,
the unconventional lead. The conventional lead tells facts in a
natural, straight-forward manner; while unconventional lead reveals
an intentional effort on the writer’s part to introduce his story in a
novel way. The conventional is the most common type.

According to construction, leads may be classified into three groups:

1. Who-What-When-Where-Why-How Leads
2. Grammatical-beginning leads
3. Unorthodox leads

These classifications stress the need of variety of leads and are

overlapping. A lead may be classified under as many as all three of
the types.

Who-What-When-Where-Why-How Leads
This classification of leads is the oldest known to journalists, and has
come to be known as 5W’s and an H. Emphasizing their importance,
Kipling once wrote:
I have six honest serving men.
(They taught me all I know.)
Their names are What and Why and When.
And How and Where and Who.
A lead does not necessarily answer all six of the questions.
1. Who Lead (or name feature) – Names makes news, especially
prominent ones. A person may be featured because he is famous or
because the facts of the story distinguish him.
The “who” may be one person, several persons, or an organization.
However, the lead should avoid featuring more than three personal
names.
For the first time, the four daughters of former President Corazon Aquino and
Senator Benigno “Ninoy” Aquino Jr. have gone to a recording studio to make a
“Rosary” album which will come out in time for the 55th wedding anniversary
of their parents next month.

Pattern: Who-What-Where-When-Why-How

Dr. Elenita S Binay, City of Makati mayor, and Dr. Alfred E Tong, Eduquest Inc. president,
lauded 11 Makati Science High School Science and Technology, English, and Mathematics
teachers for their contribution in the application of innovative teaching strategies using
computer technology during the Isang Parangal sa mga Makabagong Guro at the Makati
Science Audio Visual Room, Jan. 14.

2. What lead (or event feature) – Most straight-news leads play up

the story is about.

Executions of Sally Ordinario, Ramon Credo, and Elizabeth Batain in China

took place early morning on March 20, 2011 in spite of appeal from the
Philippine government to lower the penalty from death to life imprisonment.

Pattern: What-Who-Where-When-Why-How

A gift-giving program was initiated by the Makati Science High School Marian Youth
Movement under the stewardships of Mrs. Angelita A Condat, Mrs. Regina G Gauna, Mrs. Ana
L Ligon, and Mrs. Julita F Mendoza at the Bahay ni Maria Orphanage, Bel-Air Village, City of
Makati, Dec. 19.

MANILA, Philippines — (UPDATE) The Binibining Pilipinas pageant crowned early Monday
its newest beauty queens namely Shamcey Supsup as Bb. Pilipinas-Universe, Dianne Necio as
Bb. Pilipinas-International and Isabella Manjon as Bb. Pilipinas-Tourism.

3. Why lead
There appears to be three major points of view from which to approach the
controversial reproductive health bill now pending with the House of
Representatives for plenary deliberations, namely: legal, moral, and scientific.

Pattern: Why-Who-What-Where-When-How

After topping the Boy Scouts of the Philippines–City of Makati Student Traffic Assistance
Program, Mr. Carlos D L Ferrer, City of Makati scout executive, honored Mr. Lorenzo R
 Alberto, Makati Science High School scoutmaster, as the Best City of Makati Scout Master,
Mar. 1.

4. How lead
MANILA, Philippines—Consumers will have to deal with weekly fuel price
increases of P1.50 a liter that started on Saturday, as oil firms scramble to
recover losses resulting from skyrocketing crude prices in the world market.

Pattern: How-Who-What-Where-When-Why

Garnering 16 awards, 11 gold and 5 silver medals, IV-Albert Einstein, under the direction of
Jacques S Lynn, bagged first place in the Ang Pilibusterismo: Pampaaralang Dulang
Pagtatanghal at the Makati Science High School Audio Visual Room, Mar. 1

5. When Lead – Used if an even takes place at an unconventional

hour, or in making an announcement where the time is important to
the reader.
Friday, March 15, is the last day for filing individual tax returns.

Pattern: When-Who-What-Where-Why-How

Last Nov. 7, Basilio G dela Cuadra, Makati Science High School senior student trained by Miss
Gina B Balgos, Miss Ma. Victoria C Serra, and Mrs. Raquel A Limosinero, bagged first place
during the First City of Makati Statistics Quiz Bee sponsored by the Statistics and Civil
Registration Offices at the City Hall of Makati.

6. Where lead –Used if an event takes place at an unusual location.

Manila (Philippines) - Aside from the 3 Filipinos convicted for drug smuggling
in China, 72 more Filipinos are in line for death row in China.

Pattern: Where-Who-What-When-Why-How

At the City Hall of Makati, Dr. Elenita S Binay recognized Mrs. Ruth M Ocampo, Makati
Science High School Music teacher, as one of the Five Outstanding Mothers of Makati, Dec.
10.
Characteristics of a Good Lead
1. Include only the 5W’s and the H which are important
2. Start with the feature of the story, which may either be the most
important or the most interesting fact or both.
3. It is short usually 25-35 words if it is one paragraph.
4. Begin with specific, interesting, arousing words.
5. Avoid when possible, beginning with such words and phrases as
a, an, the, at a meeting; yesterday; last night; last week;
recently; days of the week – Monday, Tuesday, etc. ; according
to; it is (will, was, will be); there is (are, will be).
6. Suggest the source of the news when necessary.
a. in stories which foretell something not generally known.
b. about future events in order to protect the paper if the
event does not occur.
c. in stories about important events that the reporter failed to
attend
d. to attribute an opinion and thereby avoid editorializing.
7. Avoid overworking one method of citing authority by using a
variety of ways.
8. Use in citing authority, the past tense with a time word (as in: -
announced today -) or, the present perfect tense without a time
word (has announced).
9. Avoid overloading the first sentence of the lead.
10. Write colorfully when possible. \
11. Identify places in relation to better-known geographical
names and/or their previous identification with important news.
12. Identify events as to their purpose, their relation to other
contemporary previous events, and the auspices under which
they occur.

How To Write a Summary Lead

1. First study carefully the notes that you took for the story,
selecting the essential 5W’s and H. It is best for beginners to list
the 5W’s and H on a sheet of paper then opposite each, write
the appropriate fact.
2. Choose the feature on the basis of news values and your readers
– what will interest them.
3. Arrange the remaining 5W’s and H in the order of decreasing
importance.
4. Determine the best way to start the lead sentence.
5. Keep in mind all of the other characteristics of a good summary
lead.
6. Test your lead.
 7. Rewrite the lead if you can improve it.

Grammatical-Beginning Leads
1.       Subject Noun Lead. It begins with a noun and its modifier.

The Philippine National Police will deploy 7 000 policemen in Metro Manila for the Sept. 21 pro-
democracy rally.

2.      Gerund Phrase Lead. It begins with a verbal noun that always ends in –ing.

Clipping the power of the Supreme Court of the Philippines to decide on economic issues is one of the
constitutional amendments being sought by President Benigni “Noynoy” Aquino Jr.

3.      Infinitive Phrase Lead. It begins with the preposition to, the sign of the infinitive, followed by the
present form of the verb, the stem of infinitive.

To protect the public  and  to  police  its own ranks, the 37 strong member of the Philippine Veterinary
Drug Association (PVDA) is completing its comprehensive code of ethics, according to Dr. Julius O
Perez, PVDA president.

4.      Participial Phrase Lead. It begins with the present participle (following), past participle (followed),
perfect participle (having followed), or passive perfect participle (having been followed) form of the
verb.

Stricken by the widespread economic malaise in Asia, the nine-member Association of Southeast Asian
Nations will restructure trade and investment agreements, including the acceleration of the tariff
reduction timetable and the relaxation of investment rules, to cushion their economies from the impact
of the worsening crisis.

5.      Prepositional Phrase Lead. It begins with a preposition like aboard, about, above, according to,
across, after, against, along, among, around, at, before, behind, below, beneath, beside, between,
beyond, by, down, during, except, for, from, in, in addition to, in spite of, into, like, near of, off, on, onto,
out, over, through, to, toward, under, underneath, until, up, with, or within.

Over a delicious seafood meal of three courses, with a succulent lechon baboy sent by Vice President
Gloria Macapagal Arroyo, President Joseph Ejercito Estrada yesterday carefully explained why he
wanted Congress to convert itself into a constituent assembly to make certain amendments to the
Constitution.

6.      Causal Clause Lead. It begins with because, due, or since.

Because of higher financial charges, Benpres Holdings Corporation reported a 17.9 percent decline in
comparable consolidated profits in the first nine months of the year to PhP1.44 billion from  PhP1.75
billion posted in the same period in 1997.

7.      Concessive Clause Lead. It begins with although, though, or despite.

Despite the clamor of the residents, the Rizal provincial government has agreed to allow the Metro
Manila Development Authority to continue dumping garbage in the landfill until year 2000.

8.      Conditional Clause Lead. It begins with if, provided, or unless.

Unless the government, the private sector, and the public adopt the necessary changes to meet the
challenges facing the country’s textbook program, there will be a severe shortage of textbooks in public
schools nationwide.

9.      Noun Clause Lead. It begins with that, what, when, where, which, who, whom, or whose.

What President Cory does, son Noynoy emulates. As the tired cliché goes, like father like son.

10. Temporal Clause Lead.  It begins with as soon as, before, when, while, or since.

While pigs suffer FMD or foot-and-mouth disease, hog   farmers   and meat suppliers in the provinces
are also suffering from FMD or financial and mental distress.

Novelty or Unorthodox Leads

1.       Atmosphere Lead. It consists of words or phrases that help portray the mood or setting of the story.

A few kilometers away from busy Ortigas Avenue in the bustling Mandaluyong City-Pasig City junctions
is a new quiet community, a cool haven of suburban middle-class living. It is nestled in the woodsy,
foliaged portion of Brookside Hills.

2.      Astonisher or Exclamatory Lead. It calls for an exclamation that is primarily used for expressing the
extent to whom somebody or to which something impresses the writer.

Nothing can stop this rally!

President Benigni “Noynoy” Aquino Jr. asked organizers of the pro-democracy rally scheduled tomorrow
in the City of Makati to call off the protest because of its negative effects on the economy.

3.      Background Lead. It consists of words or phrases describing the place that over shadows the person
and the event.

The Philippines is not the only country preoccupied with centennial celebrations.

An international conference has gathered a distinguished line-up of academicians and scholars at the
University of Iowa to discuss the centennial of the 1898 Spanish-American war. This event led Spain to
give up its territories to the USA including the Philippines.

4.      Cartridge or Punch Lead. It tells the gist of the news with the use of abrupt, definite, and short
words possible.

No new car. No new guns either.

Not one piece of firearm will be added to the arsenal of the Philippine National Police (PNP) next year,
leaving 22 percent or over one-fifth of the PNP’s total uniformed force solely relying on nightsticks as
their battle against crime.

5.      Contrast Lead. It describes two separate events to point out extremes and opposites.

Welcome sunlight greeted most part of Northern and Central Luzon yesterday, but a weekend
darkened by a  tropical  depression has left a trail of death and destruction.

6.      Descriptive or Picture Lead. It describes a person, a place, or an event through vivid words and
expressions.
Clutching her baby girl, Mrs. Lourdes Arquiza could not control her tears when she heard that her
husband, Capt. Oscar Arquiza, was sentenced yesterday to die by lethal injection.

7.      Direct Quotation Lead. It addresses the readers.

Don’t bother to unpack those sweaters this Misa de Gallo season: you won’t be needing them.

8.      Epigram Lead. It begins with an adage, a maxim, or a quotation and stresses the moral of the story.

Crime does not pay. But Romy Corrales learned this only after he had been collared by the police for
being a fake immigration agent.

9.      Figurative Lead. Triteness is the main danger of this kind of lead. Common sense should dictate
when to use it.

The fox is finally home at 66. (This was about the death of basketball star Lauro Mumar.)

10.   Freak Lead.  It tries to be different by using typographical effects.

For sale: a baby

Mrs. Carol Conag, a Tondo resident, said yesterday that since she could no longer feed her baby, she
might as well sell it. There were no immediate takers.

11.    Knitting the Facts Together Lead. A coherent lead may be achieved by deciding on the feature,
arranging the other W’s in the descending order of importance, eliminating unnecessary details and
using the right links. It is characterize by as, when, and where links.

At least four persons reportedly died when a flash flood and landslides hit the remote town of Don
Marcelino in Davao del Sur Monday following days of continual rains.

12.   Parody or Teaser Lead. It begins with a well-known allusion, jingle, poem, song, quotation, or verse.

I’m sorry, my judge.

13.   Question Lead. It raises a query to arouse reader’s interest.

Do we want our very important government officials to ride in the common and lowly FX Tamaraw, the
mega taxi of the masses?

President Joseph Ejercito Estrada yesterday said members of his Cabinet deserve some dignity so they
were issued luxury vehicles that had been confiscated from smugglers, although carping congressmen
would rather have them using the cheaper, Philippine-made vehicle.

14.   Quotation Lead. It begins with quoted words or expression from an interview or speech.

“All these people who are using my name. I had them investigated – all of them.”

That was the reason, President Joseph Ejercito Estrada said yesterday, that he ordered the Bureau of
Customs to investigate his supposed close associate Lucio Lao Co and 13 other suspected smugglers.

15.   Sequence or Suspended Interest Lead. A series of paragraphs usually arranged chronologically but
with a single effect.
By five in the morning, she had already dressed her two daughters, Cynthia 4, and Miriam 2, for a Sunday
mass.

At seven, the three of them were seen attending mass in the chapel.

At nine, when they returned to their shanty at Dagat-Dagatan, Maria Dorado, 46, despondent after
having been abandoned by her husband, strangled her two daughters. She herself committed suicide.

16.   Staccato Lead.   It   emphasizes   the    time element, and usually consists of a series of phrases,
punctuated by commas or dashes. It also consists of a succession of several short phrases.

Twenty years ago – back in the seventies – he was marching in the streets shouting anti-American
slogans. After seven years of incarceration and four years in the hills fighting for his cause, Julius
Neptuna is now a changed man; today he is staunch defender of democracy and a strong opponent of
communism.

Patient labor force. Calm management sector. Quick thinking mediators. All of these brought down the
number of strike notices in the country by 14 percent this year, belying claims that increased labor
tensions are bound to occur as a result of the economic crisis.

17.   Summary Lead. It gives the gist of the whole story.

Sen. Franklin Drillon said yesterday Interior Secretary Ronaldo Puno would have “a hard time” getting
past the Commission on Appointments because of a memorandum he had issued that could impair local
autonomy.