The Wall Street Journal Formula

Here is a structure for features that the Wall Street Journal has used successfully for many years.

• Beginning - Start with an anecdote or an illustration of the theme.

• Theme - Shortly after the beginning, state the point of the place. Don't drop this point lower than the sixth paragraph.

• Body - provide details that elaborate on the theme. Tell the reader what is happening and why what's being done about the situation.

The feature takes the reader on an entertaining stroll, Sometimes, the walk is along a sun-drenched beach, and the writing is heated. And then there is the intimate walk around the pond in a mist, and the writing is leisurely. Often, there's a surprise at the end of the walk.

Rather than conclude, a secondary piece of information as do most news stories, a feature may have what is called a kicker, a punch at the end that drives home the theme.