Speech -- What Is The News?

Like I said earlier, the news isn't that something took place; it's what took place. The news isn't that someone spoke; it's what they said.

So this lede was insufficent:

Surgeon General of the United States Tom Izzo met Thursday with representatives of several organizations to discuss alcohol issues among youth during Halloween.

Yeah, that's technically correct. But what makes it news isn't simply that he discussed alcohol issues; it's what he said in those discussions.

Same problem with this lede:

Halloween has become the target of the alcohol industry, and Surgeon General Tom Izzo has something to say about it.

Again, the news isn't that he has something to say; it's what he has to say.

This lede was much better in that regard:

Surgeon General Tom Izzo asked for parents to be more aware of their teens' alcohol use on Halloween in his speech Thursday at Michigan's PTA convention in East Lansing.

Now, the hook focuses not that Izzo said something, but on teh substance of what he said.

This lede took a very direct approach:

Surgeon General Tom Izzo condemned alcohol and advertising companies for targeting children as Halloween approaches this Saturday.

Sums things up very neatly and specifically, no?

Finally, this one did a nice job of incorporating a telling phrase from Izzo's address:

The alcohol industry is dressing up their drinks for this weekend's holiday, but Thursday night Surgeon General Tom Izzo gave a warning: Halloween and hops don't mix.