The main introduction or beginning configuration of an article is called a lead. The purpose of a lead is to draw the reader's attention into the article, giving foresight on how the theme and overall style of the rest of the article will be. Some writers add the basics of the five w-questions into the lead, which give a great general explanation of what to expect in the article. Sometimes journalists do not focus on the most stimulating content in the lead paragraph. This is often called "burying the lead" and can every so often cause a drop in readership.

Return to Journalism Encyclopedia.