Chapter 3The Four-Paragraph Lead
Bloomberg News stories have a structure as immutable as the rules that govern sonnets and symphonies. The structure begins with the lead. We have identified the ideal lead as having four paragraphs.
Here’s a guide to what belongs there. Learn how to apply this to stories—all stories—and you will know how to succeed.
Theme. This consists of two elements: the what and why, or sometimes the what and so what.
What: The information that the story will provide. Stories about economic indicators, corporate earnings and markets must convey a sense of direction: rose, fell or little changed. Include a comparison with historical performance, forecasts or published estimates to help show the surprise. Stories about companies ...
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