Digging is for Reporters and Shovels, Not Readers
Every now and then, I'll read a rule in one of our style books, and my first reaction will be, "Oh. Oops." Right from the beginning, Cappon revealed a mistake I'd made in our recent assignment, the Accident Report.
"To avoid mumblers, the lead writer must first of all decide what the most important news is..." (Cappon 24)
For some reason I found writing the lead extremely difficult. I had a hard time deciding what to include, the pedestrian being struck by a car, or a package being stolen as the car's driver went to help the pedestrian. Should I include both, and if so, how? In this case, I could not decide which incident to highlight, and so I clumsily inserted them both. I'm sure there were many of you able to skillfully include both. I, however, am sadly exiled from your group.
Getting to the point, and not "burring the news" will ensure that your reader knows why he/she should bother with your article. Making the lead comprehendible lets the reader know that he/she will be able to bother with your article.