In journalism, the lead (or lede) is the opening sentence of a news story. It’s the reader’s first impression and the journalist’s chance to grab attention while delivering essential information. This guide explores various types of leads, each with its own purpose and effect. In general, a lede should communicate who, what, when, where, why, and how (if applicable) in one sentence. These are known as the five W’s. The reader should know all those details before continuing through the story.

Take a look at the examples below. Notice that regardless of how the lede starts, each still covers the five W’s. 

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Who Lead

Starts with the person or entity involved.

Example:

President Bush arrived in Billings today aboard Air Force One to push his Social Security reforms.

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What Lead

Begins with the event or issue.

Example:

Social Security reform dominated the agenda Saturday as President Bush spoke to a crowd of vocal supporters.

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When Lead

Starts with the time of the event.

Example:

Today, President Bush arrived in Billings aboard Air Force One to push his Social Security reforms.

💡 Tip: These are often overused by beginners. Time is rarely the most compelling element.

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Where Lead

Begins with the location.

Example:

Metra Park served as President Bush’s venue today to present his Social Security reforms.

💡 Tip: Like “when” leads, “where” leads often bury the more important aspects of the story.

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Why Lead

Starts with the reason behind the event.

Example:

Pushing his Social Security reforms, President Bush spoke to an enthusiastic crowd of supporters at Metra Park today.

✅ Tip: “Why” leads can be effective in setting context and purpose.

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How Lead

Begins with the method or process.

Example:

In an hour-long question and answer session, President Bush presented his Social Security reforms to supporters today.

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Choosing the right lead is both an art and a skill. It depends on the story’s content, audience, and purpose. While some formats are more common, the best lead is the one that delivers the most compelling and relevant information right away.