Last updated on Jun 11, 2024

What are the most common types of news leads and when should you use them?

When you write a news article, you need to grab the attention of your readers and tell them what the story is about in the first sentence. This is called a news lead or lede, and it can make or break your article. There are different types of news leads that you can use depending on the purpose, tone, and angle of your story. In this article, we will explain the most common types of news leads and when you should use them.

1 Summary lead

The summary lead is the most common and straightforward type of news lead. It answers the basic questions of who, what, when, where, why, and how in one or two sentences. It is usually used for hard news stories that report on breaking events, facts, or figures. For example:

"President Joe Biden signed a $1.9 trillion stimulus package into law on Thursday, delivering on his promise to provide relief to millions of Americans struggling amid the COVID-19 pandemic."

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Kellie Mackenroth

Marine Industry Liaison | Yachts & Luxury Brands | Marketing Maven
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I’m my experience the choice of lead depends on the nature of the story and the target audience. Journalists often experiment with different lead styles to find the most effective approach for a particular article. It's important to balance accuracy, clarity, and engagement when crafting news leads.

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Mercy Gakii

Experienced Communications Specialist | Expert in Editorial Leadership & Content Strategy | Boosting Engagement and Credibility
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The lede sells your story. To me, the lede determines whether readers will spend time on your content. A carefully crafted, well thought-out and clearly written lede is your marketing pitch.

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2 Anecdotal lead

The anecdotal lead is a type of news lead that starts with a story, example, or quote that illustrates the main point of the article. It is usually used for feature stories that focus on human interest, emotions, or perspectives. It can create curiosity, empathy, or suspense among the readers and draw them into the story. For example:

"Every morning, Maria Lopez wakes up at 5 a.m. to make breakfast for her three children. She then walks them to school, takes the bus to her cleaning job, and works until 6 p.m. She is one of the millions of essential workers who have been excluded from the stimulus checks."

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Kellie Mackenroth

Marine Industry Liaison | Yachts & Luxury Brands | Marketing Maven
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I prefer anecdotal leads because it percolates a strong emotional connection with the audience. Anecdotal leads are wonderful for creating independent thinking and draws the readers in and encourages them to continue reading the article. Instead of dishing, you’re cultivating a deeper interest which is why it’s reserved for feature stories.

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3 Question lead

The question lead is a type of news lead that asks a question that relates to the topic of the article. It is usually used for opinion pieces, analysis, or commentary that aim to provoke discussion, debate, or reflection among the readers. It can also be used to challenge a common assumption, reveal a contradiction, or address a controversy. For example:

"Is democracy in danger in America? After the violent attack on the Capitol by a mob of Trump supporters, many people are wondering if the country can heal its deep divisions and restore its democratic norms."

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Arthur R. Henick

Communications consultant
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The question lead might be appropriate for opinion essays or analysis, but I would avoid it. A simple statement lead, which is later proven or not, works best here. And I would never use a question lead in a news story, because it demonstrates initial wishy-washy thinking, and sets a poor tone for a news story.

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4 Contrast lead

The contrast lead is a type of news lead that compares or contrasts two different situations, scenarios, or opinions that are relevant to the article. It is usually used for stories that highlight a contrast between expectations and reality, past and present, or different viewpoints. It can also be used to show a change, a trend, or a problem. For example:

"While many countries are struggling to contain the spread of the coronavirus, New Zealand has been praised for its successful elimination strategy. The island nation has reported only 26 deaths and 2,379 cases since the start of the pandemic."

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5 Descriptive lead

The descriptive lead is a type of news lead that describes a scene, setting, or situation that sets the tone and context of the article. It is usually used for stories that rely on sensory details, imagery, or atmosphere to capture the attention and interest of the readers. It can also be used to create a mood, a theme, or a character. For example:

"It was a cold and foggy night in London. The streets were empty and silent, except for the occasional sirens and footsteps. A man in a trench coat and a hat walked briskly along the pavement, clutching a briefcase. He was about to uncover a secret that would shake the world."

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Evan Harris

Helping clients navigate public relations, crisis communications, public affairs in healthcare. Former Edelman, CA Legislature comms dir. 13+ years experience in media relations, crisis comms, exec visibility, M/A comms.
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In a world of second-long videos and sound bites, I always counter that long form content isn’t dead. A good lede and its content should match the audience and reader you’re trying to capture, but I’m partial to content that’s thorough and in-depth. If anything, long form journalism and content relies more heavily on a compelling lede to engage audience curiosity and emotion.

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Kellie Mackenroth

Marine Industry Liaison | Yachts & Luxury Brands | Marketing Maven
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Audience and message delivery (devices) are always at the forefront when considering what angle would be best. Long winded and lengthy delivery when audience is looking for a quick summary will insure loss ratings.

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Charles McDonald

Writing, editing, communications consultant.
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I opened a sidebar piece on a federal organized crime indictment contrasting the mob leader’s snide outbursts in court with clipped reading of multiple counts of alleged crimes by the prosecutor. Writing for an afternoon newspaper, I knew readers would have seen and heard TV and radio actualities. I think It worked. Describing how the mobster’s clothes, attitude and demeanor played out in the woodlined courtroom was the way to go.

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What are the most common types of news leads and when should you use them?

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1 Summary lead

2 Anecdotal lead

3 Question lead

4 Contrast lead

5 Descriptive lead

6 Here’s what else to consider

Journalism

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