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. The quotation can be from a person being profiled or an expression of sentiment common at a meeting or concert, but it must catch the gist of the article while being the exact words of a source important to the story.5. Delayedsuspended interest lead. This lead deliberately holds the big news of the story from the reader to tease the reader further into the story. It is a lead that works well when there is some question of the outcome of a situation, such as an article about a lost memento that is found or an article describing the sudden joy of a big contest prize winner.6. Question lead. This sort of lead asks a question of the reader, usually in direct address. The key, of course, is to be sure to answer the question in the story, preferably in the top half of the story while the question is still in the reader's mind.There are still other frequently used approaches to leads. Many writers like to use straight narrative or highly descriptive writing. Some like to employ comparison and contrast for effect. Some use startling statements for impact. You will spot some leads that play on words, using puns as attention grabbers. Also, you might find others with use of direct address as a tool to get to readers who might otherwise find their interest drifting off (Cook, 1991~ Garrison, 1990).Leads should entice readers into the article. Adjunct professor and freelance writer SallyJo Bowman (1990) described the work of a good article lead in this interesting manner: "Writing nonfiction articles is like feeding a baby. You warm the little fellow up with a couplePage 104of bites of chocolate cake, and when he opens his mushy mouth for more, you cram in some broccoli'' (p. 38).Whatever the lead approach, it should be a stirring paragraph. Pulitzer Prizewinning reporter Edna Buchanan says this about her leadwriting philosophy: "My idea of a successful lead is one that might cause a reader, who is having breakfast with his wife, to spit out his coffee, clutch his chest and say, 'My God, Martha! Did you read this?'" (KnightRidder, 1986). Leads must be effective and serve the article's purpose. Writer Jan Bannan used a highly descriptive approach to create images in the reader's mind to begin her recent article about winters along the Oregon coast for Trailer Life magazine. Her lead sets a scene for the traveloriented reader:Some think it's more Scottish than Scotland, but all agree it's one of the most beautiful coastlines in the world.The scene at Cannon Beach reminds me of an Elton Bennett painting, with beach walkers snug in their jackets and huge monoliths at the sea's edge that make the human silhouettes look like stick figures upon a vast backdrop. The scene is awash in a delicate peach color and sounds are of waves colliding with hard basalt and then softly coming to rest upon the sand. The season is winter, but it is a fine day to be out.RVers are discovering what I've long known. Except for a few places on the extreme southern edges of this country and I've been caught in snow storms on the Mexican border one of the most temperate winter climates in the contiguous 48 states is found along the Oregon coast, particularly the southern half.Though rain is frequent, RVers can select one of the many fine campgrounds with activities even Jacuzzis and swimming pools to use as a base for exploring the territory. Bring along those books you've always wanted to read~ relaxation is a component of happy traveling. But when sunny days put rainbows on spectacular surf, head outdoors to see the action, or, don your wet suit if you're a surfer. After a storm, the air has a freshness unique to this western meeting of land and sea. You'll want to inhale deeply. The beaches become tangled, inviting treasures of artifacts that stir us to scavenge among them for treasures of shells, agates, driftwood and, if one is lucky, glass floats. (Bannan, 1997, p. 30)Page 105In terms of structure, magazine leads are not bound by the same rules of newspaper lead writing in that most newspaper editors prefer short leads that are supported by subsequent paragraphs. Magazine leads are more flexible and are as often quite long as they are short. Their purposes remain the same, however.Pulling the Various Pieces TogetherAnother important part of the article is a single sentence or paragraph that gets to the real point of the article. You can create a very strong lead, but few leads truly give focus to a feature article. A lot of writers give different names to that function, but it is a paragraph or sentence that tells readers what is really going on. The article may get off to a great start, but that super lead might not get to the essence of the article. You do that get to the point of the article with what is called a billboard paragraph, a nut graf, or a summary paragraph. These statements offer your theme or thesis. This part of the article can be the lead, but it is rare in feature writing. Instead, it usually comes right after the lead is established, or played out. The focus statement is short and to the point. "[W]riters lead in with several paragraphsfrequently anecdotal then pop in the billboard to sum up the main point, the angle of the story," wrote Wilson (1990, p. 31), a freelance editor with the Los Angeles Times. "It's not unusual to follow a billboard with a supporting or amplifying graph, or a quotation for impact and validity."In 1998, Wall Street Journal staff reporter Christina Duff wrote a frontpage feature about contemporary telephone behavior and manners in U.S. society. Her story examined the changing rules of society when it comes to using the telephone. Her story described changes in how Americans use the telephone that have occurred as telephone technologies have offered new features such as answering machines. Is use of an answering machine acceptable? If so, how? She says yes it is acceptable, but it was not always that way. In fact, when the telephone was first introduced, many Victorianera Americans thought using it was neither socially acceptable nor civilized behavior. Although this has obviously changed, there are other questions. For example, is "screening" calls acceptable behavior? Duff's story sets the situation with an anecdotal lead in this way:WASHINGTON The home phone rings. Shelly Masters, a lawyer, reclines on her love seat, flipping channels. It rings again. She cranks up the volume and stays put
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