A1: "Local vets build area's first equine hospital"

I've patronized Prescott Animal Hospital and I think it's a great bunch of people. There's clearly a news story here, but I think Paula Rhoden or the editors may be a little too used to writing local-business puff pieces, and so got hold of the wrong angle.

The lead is in the fourth graph, where we learn that Prescott has "the first all-equine hospital north of Phoenix." Starting there, the story would have focused on the benefit to the community and less on the advertising value.