In the late eighties, I learned and practiced the “inverted pyramid style” in abundance. The “who, what, when, where, why & how” of a good lead in newspaper journalism gave life to my reports.
Two decades later, it still retains its charm. Recently, I saw a reporter from The Arizona Republic urging PR professionals to pitch stories to her using only the inverted pyramid style.
Today, blurbs generate more calls than news stories and the inverted pyramid is the king of leads. Online journalism has killed the feature lead, the staccato lead, the suspense lead and so many other types of leads.
Search dominates news more than ever and I think the only lead that gives some respect to news is the inverted pyramid.