A handy journalist technique whereby you write in such a way that even a cursory glance at an article gives the key facts, and the further you read down you increase your knowledge with the next most important facts. As opposed to say, a chronological account of an event where the important stuff may be at the end. The BBC at least are great examples of this, for instance in a Premier League match write-up.
Given how people read on the web generally, it’s pretty good to keep in mind for anything you write on the web too.
Also see: the best writing is rewriting, front load names to cue attention
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