VI THE FEATURE FIRE STORY

A fire story without a feature begins with "Fire" because there is nothing in the story more interesting than the fact that there has been a fire. Such was the case in the burning of John Jones's house in the last chapter. But just as soon as any part of the story becomes more interesting than the fact that there was a fire, the story is no longer featureless—it is a fire story with a feature, or, for the purposes of our study, a feature fire story. This feature may be related to the story in one of two ways. In the first place, the answer to some one of the reader's questions may be the feature—e.g., the answer to when, where, what, how, why, who. On the other hand, the feature may be in some unexpected attendant circumstance that the reader would not think of; for instance, loss of life, an interesting rescue, or something of that sort. Such a distinction is entirely arbitrary and would not be considered in a newspaper office, but it will make the matter simpler for the purposes of study.

A. FEATURES IN ANSWERS TO READER'S CUSTOMARY QUESTIONS

(When, Where, What, How, Why, Who).

Suppose that John Jones's house did not burn in the usual way—suppose that there is some striking incident in the story that makes it different from other fire stories. The story has a feature. Perhaps the answer to some one of the reader's customary questions is more interesting than the answers to the others—so much more interesting that it supersedes even the fact that there was a fire. Then it would be foolish to begin with the mere word "fire" when we have something more interesting to tell. The fire takes a second place and we begin with the interesting fact that supersedes it. For the present we shall consider that this interesting fact is the answer to one of the questions that the reader always asks; for instance, why the house burned or when it burned.

1. Why.—Perhaps Mr. Jones's house was set on fire in a very unusual way. There was a little party in session at the Jones's and some one decided to take a flash-light picture. The flash-light set fire to a lace curtain and before any one could stop it the house was afire. Few fires begin in that way, and our readers would be very interested in hearing about it. The story has a feature in the answer to the reader's Why? And so we would begin our lead in this way:

A flashlight setting fire to a lace curtain started a fire which destroyed the residence of John H. Jones, 79 Liberty street, at 11 o'clock last night and caused a loss of $4,000.

In this way the feature is played up at the beginning of the sentence, and yet the rest of the reader's questions are answered in the same sentence and he knows a great deal about the fire. Or, leaving Mr. Jones to his fate, we may give another example of an unusual cause taken from a newspaper. This was a big fire, and yet the unusual cause was of greater interest than the fire itself or the amount of property destroyed:

A tiny "joss stick," the lighted end of which was no larger than a pinhead, is thought to have been responsible for a fire that destroyed the White City Amusement Park at Broad Ripple last night. The loss to the amusement company is $161,000.—Indianapolis News.

2. Where.—To return to Mr. Jones, there may have been some other incident in the burning of his house aside from the cause that was of exceptional interest. Let us say that his house stood in a part of the town where a fire was to be feared. Perhaps it stood within twenty feet of the new First Congregational Church. The burning of Jones's house would then be insignificant in comparison to the danger to the costly edifice beside it, and our readers would be more interested in an item concerning their church. The answer to Where? is more interesting than the fire itself. Hence we would bury, so to speak, Mr. Jones's misfortune behind the greater danger, and the story would read:

Fire endangered the new First Congregational Church on Liberty street, erected at a cost of $100,000, when the home of J. H. Jones, in the rear of the church, was destroyed at midnight last night.

Or:

The First Congregational Church, recently built at a cost of $100,000, was seriously threatened by a fire which destroyed the residence of John H. Jones, 78 Liberty street, within twenty feet of the church, at midnight last night.

Turning again to the daily papers, we can find many fire stories in which the location of the burned structure is important enough to take the first line of the lead. Here is one:

The Plaza Hotel had a few uncomfortable moments last night when flames from a building adjoining at 22 West Fifty-ninth street were shooting up as high as the tenth story of the hotel and the fire apparatus which responded to the delayed alarm was looking for the blaze several blocks away.—New York Sun.

3. When.—Sometimes the time of the fire is very interesting. John H. Jones's house may have caught fire from a very insignificant thing and its location may have been unimportant, but the fire may have come at an unusual time. Perhaps Mr. Jones's daughter was being married at a quiet home wedding in her father's house and in the midst of the ceremony the roof of the house burst into flames. The unusual time would be interesting; the answer to When? would be the feature. We might write the lead thus:

During the wedding of Miss Mary Jones at the home of her father, John H. Jones, 78 Liberty street, last night, the house suddenly burst into flames and the bridal party was compelled to flee into the street.

Or:

Fire interrupted the wedding of Miss Mary Jones at her father's home, 78 Liberty street, last night, when the house caught fire from a defective chimney during the ceremony.

The daily papers furnish many illustrations of fires at unusual times—here is one:

When the snowstorm was at its height early this morning, a three-story brick building at Nos. 4410-18 Third Avenue, Brooklyn, caught fire, and the flames spread rapidly to an adjoining tenement, sending a small crowd of shivering tenants into the icy street.—New York Post.

4. What.—(a) The Burned Building.—Many fire stories have their feature in the answer to the reader's What? Not infrequently the building itself is of great importance. Naturally "The residence of John H. Jones" would not make a good beginning, if John Jones is not well known, because people would be more interested in reading about a mere fire than in reading about the residence of John H. Jones, whom they do not know. For it must be remembered that it is the first line that catches the reader's eye and the interest or lack of interest in the first line determines whether or not the story is to be read. Now, suppose that a building that is very well known burns—the City Hall, the Albany State House, the Herald Square Theater—the mere mention of the building will attract the reader's attention. Therefore the reporter begins with the answer to What? the name of the building, as in the following cases:

GLENS FALLS, N. Y., Aug. 17.—The Kaatskill House, for many years a popular Lake George resort, was completely destroyed by fire this forenoon.—New York Times.

The First M. E. Church of Chelsea, familiarly known as the Cary avenue church, was damaged last night to the amount of $7,000 by fire.—Boston Herald.

(b) The Amount of Property Destroyed.—The answer to What burned? is not necessarily a building, for the building itself may not be worth featuring. The contents of the building may be more interesting, especially if the amount of property destroyed can be put in striking terms, such as $2,000,000 worth of property, or two thousand chickens, or fifty-three automobiles, or 7,000 gallons of whisky. These figures printed at the beginning of the first paragraph catch the reader's eye, thus:

Five automobiles, valued at $5,800, and property amounting to $6,200 were destroyed last evening when fire broke in the repair shop of the G. W. Browne Motor company, 228-232 Wisconsin street, near the North-Western station.—Milwaukee Sentinel.

5. How.—Very rarely the manner in which a fire burns is quite unique and deserves featuring. It is inconceivable that John Jones's house could burn in any very unusual way—"with many explosions," "with a glare of flames that aroused the whole city," "with vast clouds of oily smoke"—but some fires do burn in some such a way and are interesting only for the way they burned. The following story begins with the answer to How? although the manner might be described more explicitly:

Stubborn fires have been fought in the past, but one of the hardest blazes to conquer that the local department ever contended with gutted the plant of N. Drucker & Co., manufacturers of trunks and valises, at the northwest corner of Ninth and Broadway, last night.—Cincinnati Commercial Tribune.

6. Who.—Just as it would be foolish to begin with "the residence of John Jones," since the building is not well known, it would not be advisable to begin with John Jones's name, no matter what part he played. John Jones is not well known and so to the newspaper he is just a man and is treated impersonally regardless of what he does or what happens to him. Our interest in him is entirely impersonal, and all we want to know about him is what he has done or what has happened to him. Therefore few reporters would begin a story with John Jones's name. However, let some man who is well known do or suffer the slightest thing and his name immediately lends interest to the story—and therefore commands first place in the introduction. If John D. Rockefeller should even witness a fire, or if President Taft should be in the slightest way connected with a fire, the mere fire story would shrink into significance behind the name. And so, very often it is advisable to begin a fire story with a name, if the name is of sufficient prominence. It is not necessary that the well-known man's property be destroyed or even endangered for his name to have the first place in the first sentence of the lead; if the well-known man has anything whatever to do with the fire his name should be featured because to the average reader the interest in his name overshadows any interest in the fire. In this example, the name overshadows a striking loss of property and the story begins with the answer to Who?

NEW YORK, Nov. 6.—While Clendenin J. Ryan, son of Thomas F. Ryan, the traction magnate, and a band of volunteer fire fighters—many of them millionaires—fought a blaze which started in the garage of young Ryan's country estate near Suffern, N. Y., early in the morning, three valuable automobiles, seven thoroughbred horses and several outbuildings were totally destroyed.—Milwaukee Sentinel.

It will be seen that in each of the above feature fire stories some incident in the fire, or connected with the fire, overshadows the mere fact that there was a fire and makes it advisable to begin the story of the fire with the fact or incident of unusual interest. Furthermore, in each of these stories the unusual feature in the story is a direct answer to one of the reader's questions—when? where? how? what? why? who? In other words, the reporter in answering these questions, as he must in the lead of every story, finds the answer to one question so much more interesting than the answer to any of the other questions that he puts it first. In every fire story, however, the feature is not so easily discovered.

B. FEATURES IN UNEXPECTED ATTENDANT CIRCUMSTANCES

There are other things in the day's fire stories, besides the answers to the reader's questions, that may overshadow the rest of the story and deserve to be featured. Very often there are unexpected attendant circumstances occurring simultaneously with the fire or resulting from the fire to command our interest. Perhaps a number of people are killed or injured; then we want to know about them first, and the reporter neglects to answer our questions for the moment while he tells us the startling attendant circumstances that we had not expected. Even so, while giving first place to the feature, he does not forget our questions but answers them in the same sentence. Hence the introduction of a fire story with significant attendant circumstances begins with the startling fact resulting from the fire and then goes on to answer the reader's questions—in the same sentence.

This is not so difficult as it may sound. Suppose that when John Jones's house burns there is a stiff breeze blowing and the chances are that all the other houses in the block will go with it. All of his neighbors become frightened and work with feverish haste to move their household goods out into the street. In the end the fire department succeeds in confining the fire to Mr. Jones's house and his neighbors promptly carry their chattels back indoors thanking the god of good luck. Now the mere fact that John Jones's house burned down is rather insignificant beside the fact that a dozen families were driven from their homes by the fire. Therefore the reporter would begin thus:

Twelve families were driven from their homes by a fire which destroyed the residence of John H. Jones, 78 Liberty street, at 11 o'clock last night. The fire was at length kept from spreading and the neighboring residences were reoccupied.

Or to take an incident from the daily press in which the neighbors were not so fortunate; although they might have entirely lost their homes:

Twenty-two families in the six-story tenement at 147 Orchard street were routed out of the house twice early today by fires which caused a great deal of smoke, but little real damage.—New York Mail.

1. Death.—(a) Number of Dead.—The most usual attendant circumstances that will come to our notice is death in the fire. Let us say that Mr. Jones's three children were alone in the house and burned to death. Their death would be of more interest to us than the burning of their father's house—and our story would necessarily begin in this way:

Three children were burned to death in a fire which destroyed the home of their father, John H. Jones, 78 Liberty street, last night.

So common is death in connection with fire that almost every day's paper contains one or more stories beginning "Ten persons were cremated——" or "Four firemen were killed——" And in every case the loss of human life is considered of greater importance than any other incident in the story, and the number of dead always takes precedence over many another startling feature. Here are a few examples:

JOHNSTOWN, Pa., Jan. 18.—Seven men were cremated in a fire that burned to the ground three double houses near Berlin, Somerset County, early this morning.—New York Sun.

Three children of Mr. and Mrs. Bernard Lindberg, 3328 Nineteenth avenue south, were cremated in a fire which destroyed their home shortly after 12 o'clock yesterday. The children had been left alone in the house, shut up in their bedroom, etc.—St. Paul Pioneer Press.

One fireman was killed, another fireman and a woman were injured and eight people escaped death by a narrow margin Saturday night in a fire which destroyed the, etc.—Milwaukee Sentinel.

NEW YORK, March 27.—One hundred and forty-one persons are dead as a result of the fire which on Saturday afternoon swept the three upper floors of the factory loft building at the northwest corner of Washington place and Greene street. More than three-quarters of this number are women and girls, who were employed in the Triangle Shirt Waist factory, where the fire originated.—Boston Transcript.

(b) List of Dead.—When the number of dead or injured reaches any very significant figure it is customary to make a table of dead and injured. This table is usually set into the story close after the lead, but very often the list is put in a "box" and slipped in above the story. In writing the story, however, the reporter disregards the table and begins his lead as if there were no table: e.g., "Twelve firemen were killed and fourteen injured in a fire——" The list usually gives the name, address (or some other identification), and the nature of the injury, thus:

Injured Firemen:

Capt. Frank Makal, Engine Co. No. 4, cut by glass.

Acting Captain W. E. Brown, fire boat No. 23, cut by glass.

Peter Ryan, No. 15, flying glass.—Milwaukee Free Press.

Or:

The Dead:

Mrs. Charles Smith, 14 W. Gorham street.

John Johnson, 1193 Chatham street.

The Injured:

Thomas Green, 1111 Grand street; face cut by flying glass.

James Brown, 176 Orchard avenue; internal injuries; may die.

(c) Manner of Death.—A number of fatalities at the beginning always attracts attention. Not infrequently the manner or the cause, especially in the case of a single death, is worth the first place in the lead—not as "One man killed——" but as "Crushed beneath a falling wall, a man was killed." If a man burns to death in a very unusual way, or for an unusual reason, we are more interested in the way he was burned, or the reason that he burned, than in the mere fact that he was burned to death. The first line then tells us how or why he was burned. Thus:

To save his money, which he hoped would some day raise him from the rank of a laborer to that of a prosperous merchant, Hing Lee, a Chinese laundryman, ran back into his burning laundry at 3031 Nicollet avenue today, after he was once safe from the flames, and was so badly burned that physicians say he cannot live.—Minneapolis Journal.

2. Injuries.—Very often no one is killed in a fire but some one is injured. For example, five firemen are overcome by ammonia fumes or two men are seriously injured by a falling wall. This then becomes the feature. Injuries to human beings, if serious or in any considerable number, take precedence over other features, just as loss of human life does. Here is an example from the press in which all the injuries are gathered together at the beginning:

Six firemen and two laborers were overcome by smoke, while three other firemen received minor injuries by flying glass in a fire which broke out yesterday morning at 10:30 o'clock in the Wellauer-Hoffman building, at, etc.—Milwaukee Free Press.

3. Rescues.—(a) Number of People Rescued.—When people are rescued from great danger in a fire their escape makes a very good feature. If many of them are rescued or escape very narrowly, the mere number of people saved deserves the first place, as:

More than 150 men and women were saved from death today in a fire at 213-217 Grand street by toboganning from the roof of the burning structure on a board chute to the roof of an adjoining five-story building.—New York Mail.

(b) Manner of Rescue.—But more often the manner of their escape interests us most. If a man slides down a rope for four stories to escape death by fire we are more interested in how he saved himself than in the fact that he didn't burn, and so we tell how he escaped, in the first line. In the same way, if unusual means are used to save one or more persons, the means of rescue is usually worth featuring. For example:

Overcoats used as life nets saved the lives of a dozen women and children in a fire of incendiary origin in the three-story frame tenement house at 137 Havemeyer avenue, Brooklyn, to-day, etc.—New York Mail.

4. Property Threatened.—Death and injury are the commonest unexpected circumstances in fire stories, but they are not the only ones that may be worth featuring. There is an inconceivable number of things that may happen at a fire and overshadow all interest in the fire itself. A good feature may be found in the property that is threatened. Often the fire in itself is insignificant, but because of a high wind or other circumstances it threatens to spread to neighboring buildings or to devastate a large area. In such a case the amount of property threatened or endangered deserves a place in the very first line, especially if it exceeds the amount of property actually destroyed and if it can be put in a striking way; i. e., the entire waterfront district, or twenty-five dwelling houses, or $5,000,000 worth of property. When contrasted with the small amount of damage actually done, the amount that is threatened becomes more important. Thus:

Fire that for a time threatened $2,000,000 worth of property destroyed $15,000 worth of lumber owned by the Milwaukee Lumber Company, 725 Clinton street, yesterday....

The territory between Mitchell street and the Kinnickinnic river and Reed street, to the lake, containing manufactories, dwellings and stores, was menaced.—Milwaukee News.

5. Fire Fighting.—Not unusually a serious fire results from the fact that it was not checked for some reason or other during its earlier stages. Perhaps the whole thing might have been avoided, or, on the contrary, a big fire may be extinguished with unexpected ease or unusual skill. In rare cases this matter of very efficient or very inefficient fire fighting is of sufficient importance to take the first place in the lead. For example:

Almost total lack of water pressure is blamed for the big loss in a fire started by a firebug to-day in the five-story factory building of Lamchick Brothers, manufacturing company, 400-402 South Second street, Williamsburg.—New York Mail.

Rotten hose, which burst as fast as it was put in use, imperiled the lives of more than a score of firemen to-day at a blaze which swept the three-story frame flat house at Third avenue and Sixty-seventh street, Brooklyn, from cellar to roof, etc.—New York Mail.

6. Crowd.—Not uncommonly in the city a tremendous crowd gathers to watch a fire and blocks traffic for hours. In the absence of other significant incidents—death, great loss, etc.—the reporter may begin his story with an account of the crowd present or the blockade of traffic. Such a beginning should always be used only as a last resort when a fire has no other interesting phase, for crowds always gather at fires and only a very serious blocking of traffic is worth reporting. Thus:

Fully 15,000 persons were attracted to the scene of the fire in the portion of the plant of the Greenwald Packing Company, Claremont Stock Yards, which was discovered at 4:56 yesterday afternoon.—Baltimore American.

Twenty-five thousand people jammed Broadway between Bleecker and Bond streets yesterday noon and had the excitement of watching 250 girls escape from a twelve-story loft building which was afire.—New York Sun.

7. Miscellaneous.—There is an infinite number of things that may happen at a fire and overshadow the mere fire interest. These are the things that make one fire different from another, and whenever they are of sufficient importance they become the feature to be played up in the first line of the introduction. It would be impossible to enumerate all the unexpected things that might happen during a fire. It is this element of unexpected possibilities that makes the reporting of fires interesting, and an alert reporter is ever on the lookout for a new and unusual development in the fire to be used as the feature of his story. Here are the leads of a few fire stories clipped from the daily newspapers:

With her home on fire and the smoke swirling around her head, Mrs. B. B. Blank, a well-known leader of the social set of Roland Park, bravely stood by her telephone and called upon the Roland Park Fire Company for aid shortly after 8 o'clock this morning.—Baltimore Star.

Four charming young women attired in masculine apparel were the unexpected and embarrassed hosts of four companies of fire department "laddies" last night, when fire broke out, etc.—Milwaukee Free Press.

For the first time since its installation the high-pressure water power system was relied upon solely last night to fight a Broadway fire, and Chief Croker said that he was well satisfied with its work. The fire began on the third floor of the six-story, etc.—New York Times.

C. FIRE STORIES WITH MORE THAN ONE FEATURE

It would appear from the foregoing examples that almost every fire story has a feature. And so it usually has. The great majority of fires that are worth reporting at all have some unusual incident connected with them that overshadows the mere fire itself. Sometimes the features are not of great significance, but it is only as a last resort that a reporter begins his story with "Fire"—only when the most ordinary of fires is to be covered.

Unusual features are so common in connection with fires that very often a single fire has more than one unusual feature. Perhaps the cause of the fire is exceptionally striking and at the same time the amount of property destroyed is of great news value in itself. Or the time and some unexpected attendant circumstance are both worth the first place. In that case the reporter has to choose between the two features and begin with the one that seems to him to be the more striking. The other feature or features may often be arranged in the order of importance immediately after the most striking fact at the beginning, provided that this does not make the lead unduly complicated.

For instance, a cold storage warehouse burns and four firemen are overcome by the fumes from the ammonia pipes. Next door is a hospital and the flames frighten the patients almost into a panic. Either one of these incidents is worth the first line of the story. But which one is of the greater importance? Naturally the element of danger to human life must be considered first and the actual disabling of four firemen is of greater significance than a possible panic in the hospital. Following that line of logic our story would begin:

Four firemen were overcome by ammonia fumes and a panic in the St. Charles Hospital was narrowly averted, as a result of a fire which destroyed the cold storage warehouse of, etc.

Such a lead would not be too complicated for practical purposes. But suppose that around the corner from the cold storage warehouse is a livery in which fifty horses are stabled. The flames frighten the horses and they break loose and stampede in the streets. The story now has three features of striking interest. It would be possible to combine them all in the lead and to begin in this way:

Four firemen were overcome by ammonia fumes, a panic was narrowly averted in the St. Charles Hospital, and fifty frightened horses stampeded in the streets as a result of a fire, etc.

But see how far from the beginning the fire, the actual cause of it all, is placed. The fire is buried behind a mass of details and the reader is confused. The lead is not a happy one. The only thing to do is to break up the mass of details and put part of them immediately after the lead. The arrangement is a matter that must be left to the judgment of the reporter.

This, however, is an extreme case because the various features are so disconnected and separate. The reporter would have little trouble if the several features were more alike. For instance, if one of the walls of the building had fallen and killed three firemen the case would have been simpler. The death of these men so far overshadows the other unusual incidents that it drives them out of the lead altogether. For we do not care about horses and frightened patients when men are crushed beneath falling walls. All that we are concerned with in our lead now is the dead and injured—with a feature like this we can trust our readers to go into the story far enough to pick up the other interesting features; we would begin in this way:

Three firemen were killed by falling walls and four others were overcome by ammonia fumes in a fire which destroyed the cold storage, etc.

The combination of dead and injured makes a good beginning, and it is always advisable to begin with such an enumeration whenever it is possible. Where the features are not so significant as death and injuries the matter of arranging more than one striking detail at the beginning of the lead becomes a greater problem. It must be left to one's own judgment and common sense. The lead must not be too long or complicated, and one must hesitate before burying the really important facts of the story behind several lines of more or less unusual details. Just as soon as the lead becomes at all confusing take out the details and put them into the story later.

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