One easy way of keeping people interested in a publication is to keep the content and style current. The other way is to use techniques that catch the reader’s attention. The presentation of the content can be objective or subjective. Readers want news that is objective, reliable, and understandable. Objective and reliable reporting of stories is based on balanced presentation of the facts from reliable sources. We have already said that there are barriers to receiving consistent reporting of objective stories.

People also respond to subjective content. Subjective content contains opinions. Subjective content is found in columns, editorials, letters-to-the-editor, and editorial cartoons. Subjective content often includes accounts of personal experiences.

“Human interest” stories cause readers to become emotionally involved with a story. Taken to the extreme, these stories become sensationalized “human interest” stories called “tabloid stories.” The emphasis in these stories is on details about the people involved. This means the physical and emotional details of the events and the people involved. Regardless of whether the content is presented in an objective or a subjective way, people expect details. This means writers need to provide details about the who, what, where, when, why, and how.

Writers recognize the need to present this information quickly and clearly. Titles are written to allude to the content of the article as well as to capture the reader’s attention. Most of the details are presented in the first sentence of the article. The first sentences of an article is called the lead. Less important details follow. This organization of the facts is sometimes referred to as the inverted pyramid form of organization. The use of photographs and the placement of content are also considered.