A decade of newspaper writing: a look back over the years

When I was unexpectedly offered a job at The Australian Financial Review in July 2013 I jumped at the opportunity to write for the country’s top business newspaper.

Alongside this excitement, I also remember having this unsettling feeling that perhaps I was joining a national publication near the very end of the newspaper industry, certainly the print one.

Might I be one of the last print journalists hired by the AFR before everything went digital?

Nonetheless, I was thrilled to have an opportunity to join the workforce at Fairfax Media, one of Australia’s great publishing dynasties and to forge out a career in print media for as long as I could.

At the time I was approached by the AFR, I was working for an online publication called Property Observer (now part of urban.com.au), which had been launched two years prior by the former long serving Sydney Morning Herald property editor Jonathan Chancellor. It was part of an umbrella of brands owned by Eric Beecher’s Private Media (Others in the PM stable include well known news and opinion website Crikey).

Somehow my name had made its way to the decision-makers at the AFR – I am grateful to whom ever suggested me as a replacement for departing property writer Ben Wilmot (now commercial property editor at The Australian and whom I had the pleasure to meet for the first time in September).

I had an informal interview with Matthew Dunckley (then the AFR’s Melbourne bureau chief, now deputy editor of The Age) at a café on Degraves Street, and after signing an employment contract a week or so later, and after seeing out my last few weeks at Property Observer, I flew up to Sydney for a week of training and induction, and to meet my new Sydney-based property colleagues on the newspaper.

I remember the chatter in the industry and in rival newspaper media columns at the time was all about when the Fairfax printing presses would stop rolling seven days a week while the company, helmed then by former AFR journalist and editor Greg Hywood, was in the throws of a massive and at times painful digital transformation that would result in a number of voluntary redundancy rounds in the immediate years after I joined.

(There was also talk at the time that mining billionaire Gina Rinehart – as she climbed up the share register – might buy Fairfax. But following a long battle with the Fairfax board and management, her interest in the company eventually petered out and she sold out of Fairfax in 2015).

Incredibly, on my very first day in the Sydney office (at the time Fairfax was based at Pyrmont) I sat next to veteran journalist and multi Walkley Award winner Pam Williams.

Pam’s blockbuster business book Killing Fairfax, which detailed how Fairfax Media had missed out on opportunities to invest in dotcom businesses like realestate.com.au and SEEK that would go on to be worth billions more than the 170-year-old media company had just been published complete with grinning photos of billionaires Lachlan Murdoch and James Packer on the cover.

I remember introducing myself to Pam and having a short conversation with her, whilst trying to get my head around the idea that she’d returned to the company she’d written so scathingly about in her book (which I read a few months later and reviewed on this blog). Later I would come to understand that this was part of what made Fairfax great; it’s unswerving belief in quality journalism, and Pam is certainly one of the best.

My first week in Sydney was spent learning how to use the antiquated publishing system known as Methode, meeting my boss Rob Harley, who was the paper’s long-serving and highly influential property editor, as well as many other journalists who would become friends and colleagues. I also wrote my very first article for the paper – a story about First Home Buyers – before flying back home to Victoria to join the paper’s Melbourne bureau and meet the journalists whom I would work alongside for many years.

The AFR occupied the Eastern corner of the third floor at 664 Collins Street opposite Southern Cross Station. On the other side of the floor was The Age, while upstairs were Fairfax’s radio stations including 3AW.

My first few weeks were spent meeting people in the property industry – agents, developers, investors – as I tried to build up a contact base and generate exclusive stories for the paper. There was back then and still is today a competitive, but highly collegiate mindset at the AFR, an attitude which helped me find my feet and carve out a niche of my own.

I’m somewhat embarrassed to say that for a little while after I joined the AFR I cut out and kept a folder of all my articles that appeared in the paper. It’s a practice I abandoned many years ago though I confess that I still get a kick out of seeing my name in print.

Initially it was quite hard getting scoops – we were a big property team in the early days – and being the newest member of a crew of crack reporters meant I had to find beats and niches that I could make my own.

At the same time as I was finding my feet and trying to show my value as part of the property team, Fairfax Media was trying to write the wrongs identified so glaringly in Pam Williams’ book and find new revenue opportunities in the digital world whilst print revenue continued to fall.

In 2014, Fairfax Media returned to profit and announced its move into video streaming on demand (to take on the likes of Netflix) via a joint venture with Nine Entertainment that would result in the launch of Stan.

The old Fairfax printing press (shaped like a rolled up newspaper) near Melbourne Airport. Now the HQ of Zagame luxury cars.

That year was particularly tough one for me personally as we lost our second child Raffy to stillbirth in February, but I was heartened by the outpouring of support from my colleagues at the AFR when I returned to work after a few weeks of compassionate leave.

“Everyone from the top of the newspaper down is thinking of you,” I distinctly remember Rob Harley telling me.

Later that year I went on my first and to date only junket (or famil as they prefer to call it) to Bali, where I flew business class for the first time and sat next to The Australian‘s legendary restaurant critic John Lethlean. John was great company on the flight, but I recall was distinctly unimpressed with the food, while I thought everything was fantastic.

I spent two nights at the new Double Six Hotel (the reason for the trip) with a gang of Aussie journos, eating out at a plethora of fancy restaurants, trying out spa treatments and being chauffeured around amid the chaos and congestion that was Seminyak.

In 2015, I was lucky enough to be accepted into a mentoring program offered at Fairfax, and was given great guidance by senior Age journalist Michelle Griffin, (now Federal Bureau chief at the Sydney Morning Herald). We’d catch up for coffee in the café downstairs and focus on feature writing, which I always found challenging. Michelle was full of great tips and encouragement. These included suggesting I reading The Wall Street Journal’s The Art & Craft of Feature Writing by William Blundell.

Michelle is one of a number of highly experienced writers and editors who have provided advice, tips and encouragement over the years.

In August 2016 I interviewed the founder of British real estate disruptor Purplebricks, Michael Bruce when he came to Melbourne to launch the Australian business with a promise to revolutionise the way property is bought and sold through its fixed-fee model and online platform.

Over the next three years I reported in dozens of articles on the rise and fall of Purplebricks, which left Australian shores in 2019.

Covering the Purplebricks roller coaster journey Down Under was one of the highlights of my AFR journalism career (rumour has it my face was on a dart board at Purplebricks HQ in Sydney)

I should point out that soon after Purplebricks landed in Australia, our editor Rob Harley surprised everyone by announcing his decision to retire from the paper after an incredible 29 years. One of the most knowledgeable people in the industry and also one of its most influential and well-respected, Rob was a mentor to everyone on the team, and a generous sharer of his time and insights. (He continues to write for the Financial Review, penning a regular property column).

Upon Rob’s departure Matt Cranston took over as property editor for a couple of years before Nick Lenaghan took on the role when Matt took up a position as first economics editor in Canberra and then as the paper’s Washington correspondent. Both have been fine people to work alongside and like Rob, have been incredibly generous with sharing their knowledge and insight. (So too has been my property colleague Michael Bleby, whom I have worked alongside for most of the last 10 years. Michael lived for many years in South Africa, so we have that in common, plus a few words in Afrikaans.).

During those years of Purplebricks reporting, journalists at Fairfax and the AFR were undergoing their own rollercoaster ride as private equity firm TPG and a Canadian pension fund investor struck up talks to acquire the company.

Soon after, San Francisco-based private equity player Hellman & Friedman entered the takeover ring with a rival offer and it looked like we would all soon be working for new masters (noting with trepidation that private equity firms are notorious for cost cutting).

I remember also there was talk of the AFR being carved out of the company as a separate entity, perhaps through some sort of management buyout.

Thankfully (in my view), none of the takeover talks proceeded to binding offers and Fairfax moved on in July 2017 instead with plans to spin-off and float its online real estate listings business Domain.

Around this time I’d clocked up four years at the AFR, built up a solid contacts list and a half-decent reputation in the property sector for writing fair, balanced and interesting articles, occasionally with a bit of flair.

In June 2018, as traditional media companies fought back against the advertising power of Facebook and Google, Fairfax Media and Nine Entertainment revealed plans to merge their two businesses.

It turned out to be less of a merger and more of a takeover as the great Fairfax name was retired and we became, on December 7 of that year, Nine newspapers. On that same day Fairfax Media was delisted from the ASX, bringing about the end of one of the world’s great media dynasties stretching back 182 years to when John Fairfax purchased the Sydney Morning Herald in 1841.

While a lot of my colleagues were skeptical about the Nine merger/takeover and a potential loss of independence, I was excited about being part of a much larger media company that had not only newspapers, websites and radio stations, but also a clutch of commercial television channels.

In fact under the Nine banner very little has changed in how The Australian Financial Review has functioned. We remain fiercely independent, and most importantly the most-read business publication in the country. There is also (for me) a sense of security in being part of a true media giant. Indeed, those Fairfax redundancy rounds that were part of my first few years at the AFR have all disappeared replaced by expansion of our newsrooms.

In April 2019, we moved from the Collins Street end of Southern Cross Station to the Bourke Street end, occupying level 7 of the Nine building (a shiny glass-facaded Rubix cube-like structure) at 717 Bourke Street.

That I year I wrote my first “Lunch with the AFR” – a popular weekend paper feature where you sit down with an interesting subject and discuss their career. My subject was the property developer and adventurer Paul Hameister, conqueror of Everest, the Antarctic and the Amazon.

Our new office at 717 Bourke Street.

We had lunch at a trendy café in upmarket Brighton and Paul entertained me with his daring mountaineering feats, savvy business dealings and sage advice. Spending quality time with people as successful and interesting as Paul has been a part of the job I’ve enjoyed immensely.

(It would be another four years before I did another “Lunch with the AFR” when I sat down with another industry titan pub baron and reality TV star Stuart Laundy. We had lunch at his family’s Woolloomoo Bay Hotel at Wolloomooloo Wharf in August. It turned into a very entertaining chat with a dealmaker and storyteller extraordinaire).

Also in 2019, I penned a long feature article about myself that ran in the long weekend Australia Day edition. It was the entertaining story of how the least likely Aussie of all time became an Australian citizen. The article originally ran on this blog, and got a spit and polish (with a great photo below) for the version that ran in the paper.

The pandemic hit in March 2020 and as the national lockdown took hold we all vacated the office, laptops under our arms.

The great work-from-home era had begun.

It was chaotic working from home, whilst dealing with two children requiring home schooling – sometimes I wonder how I managed.

Without a closed off home office, I just had to work among the chaos. I remember on one occasion I was interviewing the CEO of a major listed company and right in the middle of the interview two of my kids started yelling and going mental. I tried to dash to a quieter spot but the noise just followed me.

“Larry, what the heck is going on at your house?” the CEO asked.

Embarrassed, I apologised profusely, hang up the phone and called him back later. As time went on though, people became more accepting of the challenges of working from home whilst also home schooling. I also just adapted, became used to the constant disruption and soon it became the norm.

When things began opening up again and we trickled back into the office, it was almost exciting heading onto to the train for the 1 hour commute from our home in Gisborne in the Macedon Ranges to Melbourne. Seeing people face to face was a thrill for a while, so was a visit to a café.

The pandemic and post pandemic years seemed to roll into each other – 2021, 2022 and finally 2023. It all seems a blur, probably because it was such a crazy, muddled time, when there seemed no clear division between work and home life.

Journalism is an industry well suited to remote working (I remember one colleague quietly relocated for a time to Noosa on the Sunshine Coast, but continued to write stories as though he were in Melbourne), and it can, in my opinion be an aid to productivity depending on the circumstances. Let’s not forget their are journalists who file in war zones and amid natural disasters.

The post pandemic years also brought a new skill to my repertoire – hosting interviews and discussions on stage at our annual property summit. This was at times nerve-wracking but also exhilarating speaking before an audience in the many hundreds, including many titans of the property industry.

Then in August this year, I suddenly found myself at the 10 year milestone. The years had flown by, and so much had happened both personally and professionally.

I’ve worked hard, but also been incredibly lucky to forge a career as a newspaper journalist amid all the seismic ructions that have reshaped how the industry functions.

Despite the minority who distrust the “mainstream media” and prefer their information from those shouting the loudest on social media, newspapers in Australia are still a very important part of the nation’s progressive democracy and a vital institution in holding those in power to account.

Long may the ride continue!

#Fakenews and facts: Journalism in the age of Trump

Fake-NewsPresident Donald Trump, who has railed endlessly against the mainstream media’s criticisms of him through the popular mantra of FAKE NEWS recently turned to his attention to fellow Australian journalist Jonathan Swan, a former Fairfax Media colleague.

Swan, who previously covered Australian politics for the Sydney Morning Herald (an affiliate of my newspaper The Australian Financial Review) has made a name for himself in Washington writing for American news website, Axios and interviewing major White House players like Jared Kushner, the son-in-law and senior adviser to  President Trump.

Swan recently drew the wrath of the leader of the free world when he co-wrote an article on Axios this week that claimed President Trump wanted to “explore using nuclear weapons to stop hurricanes from hitting the United States”.

President Trump responded in characteristic fashion to a story that did not paint him in a very good light:

But Swan stood his ground, replying:

Axios doubled down on its defense of the story, with CEO and co-founder Jim Vandehei writing that the publisher stands solidly behind its reporting, which he said was “meticulously sourced”

“Since we published, additional sources have corroborated our account,” Vandehei added.

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Australian journo Jonathan Swan

Axios has as a key element of its ‘Manifesto’ – ‘Don’t sell BS’ and so stakes its reputation on always been accurate.

 

This of course is the personal manifesto of any good journalist working today (including myself) and has been so since Gutenberg invented the printing press.

But its especially true now as ‘serious journalism (for want of a better word) is upended by the ability for anyone to set up a website and claim to be an authority and respected source of ‘real’ news.

However, all journalists, even brilliant ones, make mistakes from time to time, perhaps more frequently now in the age of 24/7 news and social media.

I don’t know of any journalist, including myself, who has not made an error in a story, big or small. It’s part of the job.

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President Trump 

However, a genuine mistake should never been confused with  FAKE NEWS which has been around long before Donald Trump set foot in the Oval Office and made it his mantra.

 

The tag FAKE NEWS should only be applied to news stories that are not only plainly wrong, but deliberately written so by either including untruths, half-truths, fabricated information or made-up quotes, or by deliberately excluding important information.

A story can be plainly wrong, but not be FAKE NEWS. These stories are easy to spot because a correction, clarification, retraction and/or apology will follow.

However, in the era of Trump, the boundaries have been deliberately blurred.

Trump’s favourite FAKE NEWS targets like The New York Times, Washington Post and CNN are broadly regarded as good sources of objective news, while those he admires and promotes, like Fox News (most of the time) have less then stellar track records on truth and objectivity.

It also got me thinking (based on my own experiences and those of my colleagues) about the reasons journalists make mistakes..

These I suggest are the main reasons good journalists sometimes make bad mistakes:

  1. Making incorrect or dubious assumptions
  2. Misreading or misinterpreting a document or pertinent piece of information
  3. Not verifying information supposedly from a supposed trusted source
  4. Not properly understanding the subject matter.
  5. Relying on poor sources for tip-offs and comments
  6. Poor judgement
  7. Tiredness, being rushed for time (a by product of the age we write in)

First and final warning: The time I nearly got fired for doing my job

Recently, whilst browsing an old folder on an external hard drive, I came across a copy of a warning letter I received – my first and only one to date – almost 10 years ago.

I had completely forgotten about it, even though at the time it set off a boiling and bubbling rage inside me.

I received the warning three years into a stint at a publishing company in Sydney where I was then the managing editor of two mortgage broking titles.

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Up until then it had been a largely enjoyable job (and I still have mostly fond memories).

I ran a small team of reporters and there was a good collegiate atmosphere among fellow editors and journalists.

I did a fair bit of the writing and also penned a popular industry gossip column called Insider that put a satirical slant on some of the more colourful aspects of what was then a largely unregulated and lively industry.

Then one winter’s morning in early June it came as a great shock to be called into a meeting without any prior warning to be hauled over the coals and threatened with the sack.

Perhaps because I was so shocked and angry,  I don’t remember what was specifically said at the meeting.

The letter, which I had scanned and saved for some reason, filled in the blanks.

Beginning with a “first and final warning” management expressed its disappointment at my “editorial approach” on a “few recent occasions”.

In particular, there were concerns about two stories I had written in the Insider section “that explicitly criticised Westpac for poor customer service. These had been withdrawn at the last-minute”.

Similarly a reader’s letter which criticised St. George Bank “an advertiser” was pulled whilst another article which was critical of the Commonwealth Bank was altered lest it upset an “advertiser/sponsor”.

The last example related to PLAN Australia, a mortgage aggregator now part of National Australia Bank that advertised heavily in both publications.

The then CEO (with whom I’d had a good relationship with till then) complained to management after his company ranked poorly in a survey of them and their competitors.

Such was the outrage of this particular CEO that both the managing director and sales director had to fly to Melbourne to “smooth things over”.

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I suspect that it was after this trip, which I was entirely unaware of, that it was decided that I be set straight. Up untl then, no issues had been raised about how I put together the publications, or my management style.

The warning letter made the point a number of times that it was part of my role to “drive” or “fulfil” the “commercial objectives” of the publications.

As an editor and not a publisher or salesman, I understood this to mean to put together a quality publication that everyone in the industry read – not just dollop out flattering articles about advertisers.

In the past, there had been some tension between my somewhat idealistic notion that editorial and sales remain independent and the company view that advertising in the papers gave you a kind of protected status in its publications.

My view was that the publications attracted advertisers if they were well read and influential, not just by publishing fluff and drivel.

Perhaps there was some middle ground I didn’t see, but it was still greatly disappointing to me that the company had chosen not to defend a long-standing editor, but instead take the side of prickly banks and mortgage firms with their bulging cheque books.

In light of the Royal Commission finding into the financial services industry and the conduct of the banks, perhaps it is not that surprising that these financial institutions believed a bulging cheque book washed away all sins, an attitude that was seemingly not discouraged by my employer.

The outcome of both the verbal and written warning was that I was told to find “new angles and approaches” to stories or in some cases “avoid them entirely” (if presumably they were of a negative nature and involved an advertiser).

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To add insult to injury, my end of year bonus scheme which in the past had been based on meeting all my deadlines, something entirely within my control, was changed to one based on both publication’s hitting their “six monthly sales targets’ – a metric over which I had absolutely no control.

Surprisingly (well maybe not, I needed a pay cheque) I stuck around until March the following year,  when I left the company to go traveling with my wife, after we got married in January.

It’s interesting looking back on that day almost 10 years later in light of how my career has progressed, especially the last five-and-a half years, writing for a national newspaper (The Australian Financial Review), where editorial independence is taken for granted  – where journalists write stories and sales people sell ads. I believe that is the way it should be, in all cases. Publications that break that golden rule should disclose it to their readers, and not claim to be independent and objective reporters and observers..

The warning letter also triggered another memory.

In early 2011, back from a year travelling around the world and almost broke, I  was earnestly looking for full-time employment.

I put in a myriad of job applications for journalism roles, and was lucky enough to secure a few interviews including one with the publisher of an adventure magazine.

The interview was in one of those trendy converted warehouse in South Melbourne with the magazine’s publishers – an equally trendy man and woman duo.

I didn’t get the job – perhaps the publishers sensed I wasn’t really that enthusiastic about reporting on cross-country skiing  – but what I remember most vividly was a question I was asked.

It went something like this: Was I comfortable with the fact that the cover of the magazine was chosen, not by the editor or publisher, but by an advertiser?

Desperate for a job, I said I was, but my insides twisted into knots at the thought that this consumer magazine was essentially glorified advertorial, without of course telling paying readers that.

Looking back I am grateful I was never offered the role. I am also glad I stuck to my guns at my earlier role and tried to always report accurately and independently.

Hopefully readers appreciated it too.

 

Writing well: 10 useful tips for feature writing from the pages of the Wall Street Journal

art and craft ofA couple of months ago, a colleague, pressing me to get started on a feature for the Australian Financial Review, the newspaper I write for, suggested:

“Have a big glass of red wine and then just start writing.”

I should put some context around this. I don’t drink wine at work as a rule. I was going to function, where wine would be served. Then I would come back to the office.

My colleague’s rationale: it would free up my creativity.

I took his advice, and the end result was good, but the story certainly did not flow out of me like….fine red wine (perhaps the quality of wine ingested matters!)

Feature writing is challenging. There are many different things to pull together – people, events, themes, counter-arguments – and to do so well is as much technique as it is flair, talent or creativity.

My technique, until recently, was a stop-start approach of firstly trying to come up with the lead (the opening paragraphs) which usually involved numerous attempts, re-writes, teeth grinding, coffee break, chat with colleagues etc before finally making a start. Then I’ll write to the length required and then arduously work back, trying to create some kind of flow and rhythm and to give a point to it all.

But there are better, more structured ways to go about writing features (not that writing should be easy, good writing requires effort, sweat and toil).

I recently came across a useful book recommended to me by Michelle Griffin a very experienced journalist at The Age, who has also been my mentor the past 8 months.

She suggested I read: “The Wall Street Journal Guide to The Art and Craft of Feature Writing” by William E. Blundell, himself a journalist with the esteemed newspaper

It’s an old book, first printed in 1988, but you can get a newish reprint online. I bought a copy from the Book Depository and read it cover to cover, slowly, underlining parts on the way into work, trying to ingest some of Blundell’s tips, tools and techniques for telling better stories; after all isn’t that what feature writing really is?

As Blundell puts it: “We can learn a great deal from fiction and this book makes at least a modest start to connecting some techniques of fiction to the work we do.

The book is helpful on many levels, for example the opening chapters are about generating ideas and coming up with the raw materials for a good feature and I suggest reading it cover to cover.

What I found most useful where the practical tips for the writing process itself. These are 10 to keep in mind:

1. Write out your main theme statement

In a couple of simple, tightly written sentences express the story: its main developments, likely effects and reactions to them.

If writing a profile, the theme statement  should be the facets of the person, company or organisation you plans to focus on.

“Tack this main theme statement up where  you can see it. Let it guide your work. Let it reproach you, question you, when you stray too far,” Blundell writes, adding; “I consider the main theme statement the single most important bit of writing I do on any story.”

2. Have a plan

“The only important thing is that you have a plan, however loose and informal and use it to good effect”, says Blundell. Good writers, plan before they report and again before they write.

3. Readers love action

“The story that does not move, that just sits there stalled while people declaim, explain, elaborate and suck their thumbs is justly labeled by some editors as a MEGO – “My Eyes Glaze Over”,” writes Blundell.”The most desirable kind of movement is the unfurling of natural story progression.” To do this stories must shift the reader’s attention from “the abstract to the concrete, from the general to the particular, from the mural to the minature.”

Feature writers are storytellers. “We are in the drama business,” Blundell declares.

4. People with direct experience are better than ‘experts’

I think this is particularly useful as many journalists quote too easily from “certified somebodies” rather than “little people with direct experience”.

I heavily circled this paragraph: “The story is happening on streets where there are no PR men strewing palms in the reporter’s path, no computers disgorging blocks of seductive statistics and a lot of people who have nothing to gain from doing pirouettes for the press…we have to gather details and direct experiences that show the reader what we are talking about, that convince him of the truth of the sweeping assertions made by us and our desk people. Most of all we go there to convince ourselves.”

5. Skim read through all your material beforehand

Often, I don’t do this. I go back and forth looking for what to include in various documents. It’s an exhausting process and sucks up vast amounts of time.

Blundell’s advice: Skim through all interviews and documents. Read rapidly, not for mastery of detail, but for the sense of things. Put aside material that is irrelevant or weakly repetitive.

This will help refine and define your main theme statement and story plan.Blundell also suggests creating an indexing system where you group things in a logical manner. This may be vital for very long stories, but I find it overly complex. A couple of theme sub-heading and a few notes about what to include under each theme should do the job on shortish features.

6. Keep digressions short, return quickly to the action

Anything that is not action is digression: observations, quotes, explanations and descriptions. Blundell’s advice: Keep it short and sharp, or as he says it: “Hustle the reader over the lakes as rapidly as you can to get his vessel back into white water – story action.”

7. The lead is key, but can be left till later

The lead is what draws a reader in, gets him to make an investment of his time in your story right away. Blundell says a good lead intrigues, teases, gives you a reason for reading on. Many of the best leads he says have one quality: mystery.

The book is full of numerous examples of good and bad writing. I’ll just transpose one example he gives of a good lead:

“Crowded with 346 passengers and crew members, the Turkish Airlines DC-10 rose smoothly from Orly Airport in Paris bound for London. Terror came at 12,000 feet.”

Mystery is good, but not confusion or riddles. If mystery does not work for your story focus on urgency or telling the reader that something compelling is happening.

An anecdote or quote is a popular way to start a feature, but Blundell says it should be simple to understand and have relevance for the main theme of the story.

Often, the lead can be a retooling of the main theme statement, especially if you are struggling to come up with one.

However, don’t spend hours at the beginning of the writing process coming up with the lead, unless one comes naturally to mind. Write the main body of the story and come back to it later.

8. Don’t overuse numbers and statistics

Blundell’s advice – don’t overload readers with too many numbers.  Also, he says express them in their most simplest form, rounded-off, expressed pictorially (something “doubled” or “trebled”) or as ratios. Very large (or very small) numbers are better expressed in a way that can be visualised. E.g. “It was three times the size of New York City’s Central Park”

9. Choose your quotes carefully and sparingly

Too many people quoted in a story, not saying anything that is particularly interesting will drown out those who do have something worthwhile to say.

Blundell advises avoiding quotes that state the obvious (the writer should be brave enough to state these points themselves). He says good writers are merciless about who they include and exclude. A good quote should have: credibility, draw an emotional response, be trenchant (sharp, incisive, authentic) and add variety to your story.

10. Endings are important

Blundell suggests that good endings drive home the established theme and help readers remember all they have been told. He says there are three that seem to work well:

– Circling back: reminding the reader of the central message through “symbols, emotional responses, observations, even snippets of poetry”. It should be full of echoes and overtones of the body of the story.

– Looking ahead: “What might be useless speculation clogging up the middle of a piece can become evocative material at its end,” Blundell says.

-Spreading out: You end by giving the reader something new to think about. The ending makes the story bigger than it was before, something worth remembering.

These are just some of the tips I picked up from the book and have found useful.

Of course none of this matters if your idea is weak, ill-conceived, poorly researched, of little gravitas or just plain boring.

Every great story begins with a great idea.

Happy writing, storytellers.