As a journalist, you always hope to get the big story. Something no one saw coming or witnessing history. With each piece you write, you hope to surprise people, draw their interest, basically keep the reader reading.
In addition, whatever you write needs to keep people coming back for your upcoming insight. Describing a spectacular catch, amazing dunk or some feat never done before, can be the prerequisite for a great read.
Whenever I read an article, part of what I look for is what was said by the constituents involved. Whether it be a coach or a player, his or her perspective can be priceless.
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