Suppose that John Jones's house did not burn in the usual way--suppose that there is some striking incident in the story that makes it different from other fire stories. The story has a feature. Perhaps the answer to some one of the reader's customary questions is more interesting than the answers to the others--so much more interesting that it supersedes even the fact that there was a fire. Then it would be foolish to begin with the mere word "fire" when we have something more interesting to tell. The fire takes a second place and we begin with the interesting fact that supersedes it. For the present we shall consider that this interesting fact is the answer to one of the questions that the reader always asks; for instance, why the house burned or when it burned.

=1. Why.=--Perhaps Mr. Jones's house was set on fire in a very unusual way. There was a little party in session at the Jones's and some one decided to take a flash-light picture. The flash-light set fire to a lace curtain and before any one could stop it the house was afire. Few fires begin in that way, and our readers would be very interested in hearing about it. The story has a feature in the answer to the reader's _Why?_ And so we would begin our lead in this way:

A flashlight setting fire to a lace

curtain started a fire which destroyed

the residence of John H. Jones, 79

Liberty street, at 11 o'clock last night

and caused a loss of $4,000.

In this way the feature is played up at the beginning of the sentence, and yet the rest of the reader's questions are answered in the same sentence and he knows a great deal about the fire. Or, leaving Mr. Jones to his fate, we may give another example of an unusual cause taken from a newspaper. This was a big fire, and yet the unusual cause was of greater interest than the fire itself or the amount of property destroyed:

A tiny "joss stick," the lighted end of

which was no larger than a pinhead, is

thought to have been responsible for a

fire that destroyed the White City

Amus.e.m.e.nt Park at Broad Ripple last

night. The loss to the amus.e.m.e.nt company

is $161,000.--_Indianapolis News._

=2. Where.=--To return to Mr. Jones, there may have been some other incident in the burning of his house aside from the cause that was of exceptional interest. Let us say that his house stood in a part of the town where a fire was to be feared. Perhaps it stood within twenty feet of the new First Congregational Church. The burning of Jones's house would then be insignificant in comparison to the danger to the costly edifice beside it, and our readers would be more interested in an item concerning their church. The answer to _Where?_ is more interesting than the fire itself. Hence we would bury, so to speak, Mr. Jones's misfortune behind the greater danger, and the story would read:

Fire endangered the new First

Congregational Church on Liberty street,

erected at a cost of $100,000, when the

home of J. H. Jones, in the rear of the

church, was destroyed at midnight last

night.

Or:

The First Congregational Church,

recently built at a cost of $100,000, was

seriously threatened by a fire which

destroyed the residence of John H. Jones,

78 Liberty street, within twenty feet of

the church, at midnight last night.

Turning again to the daily papers, we can find many fire stories in which the location of the burned structure is important enough to take the first line of the lead. Here is one:

The Plaza Hotel had a few uncomfortable

moments last night when flames from a

building adjoining at 22 West Fifty-ninth

street were shooting up as high as the

tenth story of the hotel and the fire

apparatus which responded to the delayed

alarm was looking for the blaze several

blocks away.--_New York Sun._

=3. When.=--Sometimes the time of the fire is very interesting. John H.

Jones's house may have caught fire from a very insignificant thing and its location may have been unimportant, but the fire may have come at an unusual time. Perhaps Mr. Jones's daughter was being married at a quiet home wedding in her father's house and in the midst of the ceremony the roof of the house burst into flames. The unusual time would be interesting; the answer to _When?_ would be the feature. We might write the lead thus:

During the wedding of Miss Mary Jones

at the home of her father, John H. Jones,

78 Liberty street, last night, the house

suddenly burst into flames and the bridal

party was compelled to flee into the

street.

Or:

Fire interrupted the wedding of Miss

Mary Jones at her father's home, 78

Liberty street, last night, when the

house caught fire from a defective

chimney during the ceremony.

The daily papers furnish many ill.u.s.trations of fires at unusual times--here is one:

When the snowstorm was at its height

early this morning, a three-story brick

building at Nos. 4410-18 Third Avenue,

Brooklyn, caught fire, and the flames

spread rapidly to an adjoining tenement,

sending a small crowd of shivering

tenants into the icy street.--_New York

Post._

=4. What.=--(_a_) _The Burned Building._--Many fire stories have their feature in the answer to the reader's _What?_ Not infrequently the building itself is of great importance. Naturally "The residence of John H. Jones" would not make a good beginning, if John Jones is not well known, because people would be more interested in reading about a mere fire than in reading about the residence of John H. Jones, whom they do not know. For it must be remembered that it is the first line that catches the reader's eye and the interest or lack of interest in the first line determines whether or not the story is to be read. Now, suppose that a building that is very well known burns--the City Hall, the Albany State House, the Herald Square Theater--the mere mention of the building will attract the reader's attention. Therefore the reporter begins with the answer to _What?_ the name of the building, as in the following cases:

GLENS FALLS, N. Y., Aug. 17.--The

Kaatskill House, for many years a popular

Lake George resort, was completely

destroyed by fire this forenoon.--_New

York Times._

The First M. E. Church of Chelsea,

familiarly known as the Cary avenue

church, was damaged last night to the

amount of $7,000 by fire.--_Boston

Herald._

(_b_) _The Amount of Property Destroyed._--The answer to _What burned?_ is not necessarily a building, for the building itself may not be worth featuring. The contents of the building may be more interesting, especially if the amount of property destroyed can be put in striking terms, such as $2,000,000 worth of property, or two thousand chickens, or fifty-three automobiles, or 7,000 gallons of whisky. These figures printed at the beginning of the first paragraph catch the reader's eye, thus:

Five automobiles, valued at $5,800, and

property amounting to $6,200 were

destroyed last evening when fire broke in

the repair shop of the G. W. Browne Motor

company, 228-232 Wisconsin street, near

the North-Western station.--_Milwaukee

Sentinel._

=5. How.=--Very rarely the manner in which a fire burns is quite unique and deserves featuring. It is inconceivable that John Jones's house could burn in any very unusual way--"with many explosions," "with a glare of flames that aroused the whole city," "with vast clouds of oily smoke"--but some fires do burn in some such a way and are interesting only for the way they burned. The following story begins with the answer to _How?_ although the manner might be described more explicitly:

Stubborn fires have been fought in the

past, but one of the hardest blazes to

conquer that the local department ever

contended with gutted the plant of N.

Drucker & Co., manufacturers of trunks

and valises, at the northwest corner of

Ninth and Broadway, last

night.--_Cincinnati Commercial Tribune._

=6. Who.=--Just as it would be foolish to begin with "the residence of John Jones," since the building is not well known, it would not be advisable to begin with John Jones's name, no matter what part he played. John Jones is not well known and so to the newspaper he is just a man and is treated impersonally regardless of what he does or what happens to him. Our interest in him is entirely impersonal, and all we want to know about him is what he has done or what has happened to him.

Therefore few reporters would begin a story with John Jones's name.

However, let some man who is well known do or suffer the slightest thing and his name immediately lends interest to the story--and therefore commands first place in the introduction. If John D. Rockefeller should even witness a fire, or if President Taft should be in the slightest way connected with a fire, the mere fire story would shrink into significance behind the name. And so, very often it is advisable to begin a fire story with a name, if the name is of sufficient prominence.

It is not necessary that the well-known man's property be destroyed or even endangered for his name to have the first place in the first sentence of the lead; if the well-known man has anything whatever to do with the fire his name should be featured because to the average reader the interest in his name overshadows any interest in the fire. In this example, the name overshadows a striking loss of property and the story begins with the answer to _Who?_

NEW YORK, Nov. 6.--While Clendenin J.

Ryan, son of Thomas F. Ryan, the traction

magnate, and a band of volunteer fire

fighters--many of them

millionaires--fought a blaze which

started in the garage of young Ryan's

country estate near Suffern, N. Y., early

in the morning, three valuable

automobiles, seven thoroughbred horses

and several outbuildings were totally

destroyed.--_Milwaukee Sentinel._

It will be seen that in each of the above feature fire stories some incident in the fire, or connected with the fire, overshadows the mere fact that there was a fire and makes it advisable to begin the story of the fire with the fact or incident of unusual interest. Furthermore, in each of these stories the unusual feature in the story is a direct answer to one of the reader's questions--_when?_ _where?_ _how?_ _what?_ _why?_ _who?_ In other words, the reporter in answering these questions, as he must in the lead of every story, finds the answer to one question so much more interesting than the answer to any of the other questions that he puts it first. In every fire story, however, the feature is not so easily discovered.

B. FEATURES IN UNEXPECTED ATTENDANT CIRc.u.mSTANCES

There are other things in the day's fire stories, besides the answers to the reader's questions, that may overshadow the rest of the story and deserve to be featured. Very often there are unexpected attendant circ.u.mstances occurring simultaneously with the fire or resulting from the fire to command our interest. Perhaps a number of people are killed or injured; then we want to know about them first, and the reporter neglects to answer our questions for the moment while he tells us the startling attendant circ.u.mstances that we had not expected. Even so, while giving first place to the feature, he does not forget our questions but answers them in the same sentence. Hence the introduction of a fire story with significant attendant circ.u.mstances begins with the startling fact resulting from the fire and then goes on to answer the reader's questions--in the same sentence.

This is not so difficult as it may sound. Suppose that when John Jones's house burns there is a stiff breeze blowing and the chances are that all the other houses in the block will go with it. All of his neighbors become frightened and work with feverish haste to move their household goods out into the street. In the end the fire department succeeds in confining the fire to Mr. Jones's house and his neighbors promptly carry their chattels back indoors thanking the G.o.d of good luck. Now the mere fact that John Jones's house burned down is rather insignificant beside the fact that a dozen families were driven from their homes by the fire.

Therefore the reporter would begin thus:

Twelve families were driven from their

homes by a fire which destroyed the

residence of John H. Jones, 78 Liberty

street, at 11 o'clock last night. The

fire was at length kept from spreading

and the neighboring residences were

reoccupied.

Or to take an incident from the daily press in which the neighbors were not so fortunate; although they might have entirely lost their homes:

Twenty-two families in the six-story

tenement at 147 Orchard street were

routed out of the house twice early today

by fires which caused a great deal of

smoke, but little real damage.--_New York

Mail._

=1. Death.=--(a) _Number of Dead._--The most usual attendant circ.u.mstances that will come to our notice is death in the fire. Let us say that Mr. Jones's three children were alone in the house and burned to death. Their death would be of more interest to us than the burning of their father's house--and our story would necessarily begin in this way:

Three children were burned to death in

a fire which destroyed the home of their

father, John H. Jones, 78 Liberty street,

last night.

So common is death in connection with fire that almost every day's paper contains one or more stories beginning "Ten persons were cremated----"

or "Four firemen were killed----" And in every case the loss of human life is considered of greater importance than any other incident in the story, and the number of dead always takes precedence over many another startling feature. Here are a few examples:

JOHNSTOWN, Pa., Jan. 18.--Seven men

were cremated in a fire that burned to

the ground three double houses near

Berlin, Somerset County, early this

morning.--_New York Sun._

Three children of Mr. and Mrs. Bernard

Lindberg, 3328 Nineteenth avenue south,

were cremated in a fire which destroyed

their home shortly after 12 o'clock

yesterday. The children had been left

alone in the house, shut up in their

bedroom, etc.--_St. Paul Pioneer Press._

One fireman was killed, another fireman

and a woman were injured and eight people

escaped death by a narrow margin Sat.u.r.day

night in a fire which destroyed the,

etc.--_Milwaukee Sentinel._

NEW YORK, March 27.--One hundred and

forty-one persons are dead as a result

of the fire which on Sat.u.r.day afternoon

swept the three upper floors of the

factory loft building at the northwest

corner of Washington place and Greene

street. More than three-quarters of this

number are women and girls, who were

employed in the Triangle Shirt Waist

factory, where the fire

originated.--_Boston Transcript._

(b) _List of Dead._--When the number of dead or injured reaches any very significant figure it is customary to make a table of dead and injured.

This table is usually set into the story close after the lead, but very often the list is put in a "box" and slipped in above the story. In writing the story, however, the reporter disregards the table and begins his lead as if there were no table: e.g., "Twelve firemen were killed and fourteen injured in a fire----" The list usually gives the name, address (or some other identification), and the nature of the injury, thus: