In newspaperese, a “lede” (or sometimes “lead”)
is the introductory section of a news item. Its purpose is to entice the reader to continue on, enjoying the rest of
the story.
Thus to “bury” a lede is to begin a story with details of secondary importance while postponing more
essential information.
There’s a video up on the YouTube website
that was posted back in May. It shows camera phone footage of a middle-aged,
nerdy-looking evangelical doing some street preaching on the campus of Arizona State
University. He is holding a sign that appears to read something like “Warning:
Homosexuals, etc. will burn in hell”. The preacher is abruptly assaulted by a
crazed student who, along with many profanities, shrieks out, “You call
yourselves Christians!”
The particular evangelistic technique that
provokes this outburst is what I call “burying the lede”. Among other things.









