Never put the story in the lead. Let 'em have a hot shot of ambiguity right between the eyes.
William SafireI could get a better education interviewing John Steinbeck than talking to an English professor about novels.
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