In line with George Orwell's Politics and the English Language (Orwell, 1946), writer John Herbert believes that the key to proficient journalistic writing is being concise and deliberate with words.  In chapter 8 of Journalism in the Digital Age (Herbert, 1999), Herbert maps out what makes good feature writing and the differences between certain types of text.

He highlights the differences between news and features, exploring the idea that features follow similar rules, but are much more open to creative padding.  A feature is the story behind the story.  Herbert goes into great detail to point out certain characteristics of feature writing, along with what issues a writer may face.  For example, he states that a feature story might explore a news story further, although this might pose a problem of simply re-writing the news article.  Therefore, a feature needs to have strong foundations built with strong research; quotes; examples; and fact.  

His writing flows from point to point, and implores a feature writer should do the same.  The use of bullet-pointed lists allows the reader to draw attention to the most important points of the chapter and draw conclusions quickly. 

He implores a feature writer to think of a new angle to their news acquaintances.  A new twist.  

From this piece of writing, it's clear that features should not only be exciting for the reader to consume, but for the writer to create also.  Where a news article is there to simply inform, a feature article is there to entertain as well. 

One very clear point made in this extract is that a good piece of feature writing should entice the reader in, before teasing them with fact-driven information throughout, until the payoff at the end.  This might start with a mysterious lead to catch the reader's attention, before carefully constructing the narrative piece by piece until the finale.  But what is clear, is that every word of this narrative should be chosen carefully to paint a precise image in the reader's mind. 

Herbert, John (1999) Journalism in the Digital Age. Reed Educational and Professional Publishing Ltd 2000: Oxford.

Orwell, George (1946) Politics and the English Language. Penguin Publishing Group: London.