from training.npr.org: https://training.npr.org/2016/10/12/leads-are-hard-heres-how-to-write-a-good-one/
The lead is the introduction — the first sentences — that should pique your readers’ interest and curiosity.
Short writing may not seem like a natural goal for journalism on the web. It’s easy to assume there’s infinite space to fill up, and if we’ve done all the reporting and have tons of material, well, why not? But just because there’s a lot of online real estate available doesn’t mean every story is