In journalism there’s an expresion called “burying the lead [or lede]” which means the failure to put the most interesting element of the story front and center to grab the reader’s attention. For example, this offer:
Offer: Kraft Light Mayo, 1 quart
leaves out of the subject line the part that I would consider the most relevant:
Unopened 1-quart container of Kraft Light Mayo, marked “Best When Used By 9 Sept 2008″.
Especially relevant considering the offer posted in June of 2010. And for anyone picking it up, the information they’ll likely need shortly thereafter is buried at the very end of the post:
Shaded-porch pickup near ****** Suburban Hospital.
You’ll probably want to head right over to the hospital after picking up your mayo.
