by Ryan Holiday
Strong, George Templeton, 79
StumbleUpon, 99
subscription model
headlines of, 90–91
history of, 80–82
RSS method, end of, 82–85
Suck.com, 108
Sullivan, Andrew, success of, 35–36
Talkingpointsmemo.com, 53
TechCrunch, 38
AOL purchase of, 37
blackmail tactics by, 159–60
conflicts of interest, profiting from, 38
See also Arrington, Michael
Techmeme, 96
thumbnail cheating, 141
TMZ, traffic-generating scoops, 33–34
Top of the Ticket, 92
Topolsky, Joshua, 46
Toyota, 189
trading up the chain, 18–29
actions in, 20–21
blogs, influence on mass media, 12–14, 20–23, 146–49
blogs, influence on other blogs, 19–20, 147
chain, levels of, 20–23
chain, moving up, 20, 24–26
charity fund-raising example, 18–19
defined, 19
and delegation of trust, 149–50
link economy, 150–56
mass media, passing stories to blogs, 28n
movie, creating outrage for, 1–2, 23–24
as self-perpetuating, 26–27
toxicity of. see blog toxicity
Traffic
buying traffic, 99–100
and revenues, 32–35
See also pageviews; pageview statistics
TreeHugger, 37
tricking readers, 70–74
loaded-question headlines, 70–71
and user engagement, 71–73
Trow, George W. S., 226
trust
delegation of, 149–50
and subscription model, 80–82
Turgenev, Ivan, 223
Twitter
in newsmaking chain, 23, 96
paying for tweets, 44
unpaid articles, and comments generation, 102–3
Urbahn, Keith, 171
user engagement
operation of, 72
pageviews, increasing, 71–73
silence, problem of, 101–3, 144
valence, and virality, 63–64, 67–68
VandeHei, Jim, 14
Vener, Scott, 23
video blogs, thumbnail cheating, 141
Videogum, 19
virality, 60–68
Detroit in ruins slideshow example, 60–63, 68
and emotions/valence, 63–68
predictor of, 63
Vulture, 19
Walker, Rob, 67
Wallace, Ed, 189, 233
Wall Street Journal, 96
Warner, Kurt, 26–27
Warnock, Bryan, 101
Warnock’s Dilemma, 101–2
Washington City Paper, 210n
Washington Post, The, 114, 165
TheWatchLounge, 160
Waxman, Sharon, 202
Weblogs, Inc., 35
AOL purchase of, 36
bloggers, compensation methods, 42
Wemple, Eric, 165
White, Charlie, 115
Wiggin, Peter, 101, 102
WikiLeaks, 209–11
Wikipedia
citations, credibility of, 54n
false information, adding to, 54–55, 152
and iterative journalism, 182–83
as source for bloggers, 54–55
Wilde, Oscar, 208
Wired, 22
Wonkette, 46
World, 78
Yahoo! 96
Yellow Press, 4–5, 77–80
compared to blogs, 79–80, 82–85
characteristics of, 79, 97
headlines, importance of, 88–90
One-Off Problem, 78–80
versus subscription model, 80–82
Yglesias, Matt, 140
YouTube, 18
blogger compensation method, 44
Partner Program, 141
thumbnail cheating, 141
Zinsser, William, 154
