to the story and we begin with the
name. There is a growing tendency among American newspapers to begin all
of their stories with a name. The tendency appears to be the result of
an attempt to break away from the conventional lead and to begin in a
more natural way--also an easier way. But the name beginning is after
all illogical, and any reporter is safe in following the logical course
in the matter. If the name is not important begin with something that is
important.

Don't waste the main verb of the sentence on a minor action while
expressing the principal action in a subordinate clause. This is a
violation of emphasis. For example, "Fatally burned by an explosion in
his laundry, Hing Lee was taken to the hospital." Naturally he would be
taken to the hospital, but why put the emphasis of the whole sentence on
that point?

Don't resort to the expression "was the unusual experience of----" "was
the fate of----" or any like them. Every word in the lead must count,
and here are five words that say nothing at all. Use their place to tell
what the unusual experience was. For instance, don't say "To stand in a
driving snowstorm and watch their homes burn to the ground was the
unusual experience of two families, living at, etc."; say instead,
"Standing in a driving snowstorm two families watched their homes burn
to the ground." The latter says the same thing more effectively in less
space. The use of this expression--"was the unusual experience of"--is
always the mark of a green reporter.

Don't overwork the expression "Fire broke out." All fires "break out,"
but usually we are more interested in the result of the fire than in its
"breaking out." Try to use some expression that will give more definite
information.

Don't be wordy. Editors are always calling for shorter and more concise
leads. If you can say a thing in two words don't use half a dozen. For
example, "Four members of the local fire department were rendered
unconscious by the deadly fumes from bursting ammonia pipes." This takes
three times as much space as "Four firemen were overcome by ammonia
fumes," and it does not express the idea any more effectively.

Don't introduce minor details into the lead. If the reader wants the
details he may read the rest of the story. Take the following lead as an
example:

| Rushing back into his burning laundry, |
|a one-story brick building, to rescue |
|from the flames his