A good news story should have a solid lede, without a doubt, but it should also contain a great kicker — the last graph in the piece. Believe it or not, the last graph is probably the second most read part of a news story behind the lede. I know plenty of news-readers who, after digesting the front matter, go straight to the end. With this in mind, I think a good kicker should make the reader want to go back and see what else happened in the story.
But this puts a lot of demand on the kicker, which should really tie-up any loose ends and at the same time keep the reader interested and wanting to read a follow up story that you’ve got planned out for next week.
What’s a writer to do with so many urgent forces pulling you in various directions?
The most obvious answer is to use the ‘kicker quote.’ Take your
second or third best quote and stick it on the end. Often this is the
quote that gives a final summation of how a subject feels. Perhaps it’s
the lighthearted funny joke that they inserted, which made you smile
during the interview. You’ll often see a kicker quote at the end of the
story — and a good one will give some closure to the subject but also
peak your interest. Think of it as a witty comment; it’s both funny and
intriguing.
At the same time, however, I’ve heard from more established writers
that they eventually get sick of the ‘kicker quote.’ I can’t blame them
either. It’s a little formulaic and can be seen as the easy way out of
a story. Writers for the NY Times and Newsday have both confessed to me
in class that they often debate whether or not to use a kicker quote or
try to wiggle their way out of it. Often, they have to go back at the
request of their editor and put one back in. If it ain’t broke…
Perhaps this is just another one of those fine details of journalism
that good writers constantly struggle with. Sure, a ‘kicker quote’ can
get the job done, but the sign of a great artist is someone who can
achieve the same ends in a way that hasn’t become cliche.
“It’s like the horse’s ass of a story, you’re sick of starring at
it, but without that ass the whole thing falls apart,” said Mr. X, a
person who has some authority on the subject.
Can you sit next to me in journalism class? Thanks a lot, your is very helpful DigiDave.