Never put the story in the lead. Let 'em have a hot shot of ambiguity right between the eyes.
William SafireNever look for the story in the 'lede.' Reporters are required to put what's happened up top, but the practiced pundit places a nugget of news, even a startling insight, halfway down the column, directed at the politiscenti. When pressed for time, the savvy reader starts there.
William SafirePreviously known for its six syllables of sweetness and light, reconciliation has become the political fighting word of the year.
William Safire