The Pioneer Press wrote the following lead:
"Last year's emotional campaign over a proposed Minnesota gay marriage ban cost the two main competing groups a combined $18 million, according to campaign finance reports released Friday."
The lead includes a detailed What and a general Who. The When and Where are clearly stated.
The focus of the lead is the amount spent by the competing campaigns in the gay marriage ban, not the campaigns themselves. Thus, it details the "emotional campaign over a proposed Minnesota gay marriage ban" and the specific cost of $18 million in the lead.
The article does go on to mention the specific campaigns and even quote them, but this isn't until further down in the inverted pyramid model.