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PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
PRPD Webinar: Dark Arts of the Online Overlords
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PRPD Webinar: Dark Arts of the Online Overlords

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  • 1. Dark secrets online overlords of the
  • 2. very important things I won’t dwell on: •  social media •  news judgment •  technology •  SEO •  cat photos
  • 3. what I will dwell on: sensibility & desire
  • 4. Package, repackage, repeat. Flickr photo courtesy of user scmgee.
  • 5. lifehacker.com I. Package, repackage, repeat
  • 6. lifehacker.com I. Package, repackage, repeat
  • 7. lifehacker.com I. Package, repackage, repeat
  • 8. lifehacker.com I. Package, repackage, repeat
  • 9. lifehacker.com I. Package, repackage, repeat
  • 10. packaging reinforces
  • 11. packaging extends reach
  • 12. stock and flow
  • 13. N Umbering is narrative. Flickr photo courtesy of user svenwerk.
  • 14. popurls.com II. Numbering is narrative.
  • 15. popurls.com II. Numbering is narrative.
  • 16. theatlantic.com II. Numbering is narrative.
  • 17. lists promise specifics
  • 18. lists promise limits
  • 19. lists promise hierarchy
  • 20. examples of guides from different sites II. Numbering is narrative.
  • 21. HEadlines are hooks. Flickr photo courtesy of user minifig.
  • 22. ““Imagine youre writing aheadline for a magazine… rather than a newspaper. source: Gawker founder/CEO Nick Denton
  • 23. Vs.wired.com vs. gawker.com III. Headlines are hooks.
  • 24. focus on implications, not events
  • 25. Vs. Vs.nytimes.com vs. google news vs. gawker.com III. Headlines are hooks
  • 26. parsability and authority
  • 27. 1.  Discover 2.  Easy 3.  Guarantee 4.  Health 5.  Love 6.  Money 7.  New 8.  Proven 9.  Results 10.  Safety 11.  Save 12.  You12 most profit-producing words III. Headlines are hooks
  • 28. 1.  Top 2.  Why 3.  How 4.  Will 5.  Guide 6.  Best 7.  Secret 8.  Ultimate 9.  Your 10.  Worst 11.  New 12.  Future12 most arresting headline words III. Headlines are hooks
  • 29. COmments are content. Flickr photo courtesy of user
  • 30. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 31. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 32. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 33. ta-nehisicoates.theatlantic.com IV. Comments are content.
  • 34. content gets assigned
  • 35. content gets curated
  • 36. content gets edited
  • 37. content gets promoted
  • 38. EXplain, explain, explain. Flickr photo courtesy of user Pip R. Lagenta.
  • 39. ““ When remotely possible,turn news into explanation. source: Gawker founder/CEO Nick Denton
  • 40. slate.com VI. Explain, explain, explain.
  • 41. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  • 42. voices.washingtonpost.com/ezra-klein VI. Explain, explain, explain.
  • 43. I Llustrate everything. Flickr photo courtesy of user movimente.
  • 44. huffingtonpost.com VII. Illustrate everything.
  • 45. A transportation blog?! Really?
  • 46. *actual transportation blog headlines VIII. Illustrate everything.
  • 47. “The word that came to mind was ‘brazen.’”blogs.startribune.com/roadguy VII. Illustrate everything.
  • 48. images courtesy of roadguy VII. Illustrate everything.
  • 49. Compete through co-optation. Photo courtesy of the U.S. military.
  • 50. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  • 51. andrewsullivan.theatlantic.com VIII. Compete through co-optation.
  • 52. npr.org VIII. Compete through co-optation.
  • 53. huffingtonpost.com VIII. Compete through co-optation.
  • 54. M inimal is magical. Flickr photo courtesy of user Stuck In
  • 55. [Noun] [verb]:[Blockquote]
  • 56. A reader writes:[Blockquote]
  • 57. marginalrevolution.com X. Sully ledes.
  • 58. marginalrevolution.com X. Sully ledes.
  • 59. it’s quick
  • 60. it demands listening
  • 61. it evokes a conversation
  • 62. it triggers awareness
  • 63. I have so many fascinating things to tell you.I must hurry.
  • 64. Empires beat castles. Flickr photo courtesy of user
  • 65. MediaSite™ You wish your ads were this pretty.Your local news source.NEWS ARTSPLASH SPORTZBUZZ YOURVOICES HOMESLICE GO!Real-Time NewsMemorial Garden dedicatedArtSplash YourVoicesSportzBuzz
  • 66. brandcastlen. A media experience purporting to offer content and storytelling, but in reality obsessed primarily with how a media entity thinks of itself.
  • 67. brands ! content
  • 68. brand empiren. A collection of brands of various shapes and sizes that represent the many (often overlapping) fan constituencies an organization serves.
  • 69. huffingtonpost.com IX. Empires beat castles.
  • 70. huffingtonpost.com IX. Empires beat castles.
  • 71. huffingtonpost.com IX. Empires beat castles.
  • 72. Streams beat stories. Flickr photo courtesy of user Mr. T in DC.
  • 73. city room and l.a.now IX. Streams, not stories.
  • 74. gothamist network IX. Streams, not stories.
  • 75. city room vs. gothamist IX. Streams, not stories.
  • 76. feed > post
  • 77. subscriber > visitor
  • 78. nytimes.com IX. Streams, not stories.
  • 79. talkingpointsmemo.com IX. Streams, not stories
  • 80. speedy visual fun explanatory focusedstraightforward authoritativehierarchical conversational engagingcontinuous simple efficientcomprehensive concise adaptablecollaborative ubiquitous socialeconomical arresting networked creativeaggressive engaged serial bi-directionalebullient forceful filtered digressive boldcathartic curatorial steady data-driven

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