Bury the lead
Meaning
To obscure the most important information by placing it later in a piece of writing or speech.
Origin
The phrase 'bury the lead' (often spelled 'lede' in its journalistic context) emerged from the high-pressure newsrooms of 20th-century America. News editors hammered into their reporters the cardinal rule of writing: get straight to the point. The 'lead' was the crucial opening paragraph, meant to instantly inform the reader of the most important facts—who, what, when, where, why, and how. To 'bury' this essential information, placing it deep within the story, was considered a cardinal sin, a failure to respect the reader's time and a sure way to lose their attention, making the phrase a sharp criticism of poor storytelling.
Examples
- The journalist was criticized for burying the lead, as readers had to wade through three paragraphs of minor details before finding out the actual news.
- When giving his presentation, he started with a long anecdote and effectively buried the lead, making it hard for the audience to grasp the main point immediately.