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Aug 19 / King Kaufman

It coulda had class, and it did: A lede so good it went viral

Marlon Brando

Marlon Brando in "On the Waterfront"

How important is a good lede? This week we’ve learned that if a lede is good enough, it can go viral.

David Knowles wrote a story in the Daily about a lawsuit brought by the estate of Marlon Brando against a Florida retailer that was using the late actor’s name on a line of furniture. Knowles’ one-sentence first paragraph:

“He coulda been a credenza.”

Jim Romenesko of points out the massive Twitter traffic around that lede and talks with Knowles about what the writer says one of his editors called the “Best. Lede. Ever.”