Never put the story in the lead. Let 'em have a hot shot of ambiguity right between the eyes.
William SafireSir Alec Douglas-Home, when he was British Foreign Secretary, said he received the following telegram from an irate citizen: "To hell with you. Offensive letter follows."
William SafireThe trick is to start early in our careers the stress-relieving avocation that we will need later as a mind-exercising final vocation. We can quit a job, but we quit fresh involvement at our mental peril.
William SafireDo not be taken in by 'insiderisms.' Fledgling columnists, eager to impress readers with their grasp of journalistic jargon, are drawn to such arcane spellings as 'lede.' Where they lede, do not follow.
William Safire