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     Before reporters write their stories, they ask themselves, "What's the lead here? What's this story about?"

     The lead is the key to the story whether it is placed in the first paragraph (direct lead) or in the fourth paragraph (delayed lead).

     When the team tried on fourth and inches and failed to make it, was that the turning point in the game and my lead? Or was it the failed pass in the last minute of play?

     When the decision is made, the story takes off.