Finding the right format

The Readership Institute discovered that US newspapers use inverted pyramid style for 69 percent of all stories, feature-style writing for 18 percent and commentary for 12 percent. Magazines, books and the Internet mix techniques a bit more. But a simple truth emerged from the Impact Study: publications “that run more feature-style stories are seen as more honest, fun, neighborly, intelligent, 'in the know' and more in touch with the values of readers.”

Not all topics merit the narrative treatment. A 250-word restaurant review, for example, rarely manages rising action. Some pieces are bulletins, some are stories. However, even a fact-based brief can borrow powerful tools, such as the universal theme, from features style. Likewise, a hint of inverted-pyramid prioritization or a nut graf can clarify a piece with a looser structure. The important first step, especially for a blogger, is to consciously choose a category for each post, then refine the concept.