Curious about how a mischievous grad student rose to be a digital media pioneer? Intrigued by the transformative power of viral content and its role in shaping public discourse? Wondering how the rivalry between tech visionaries Jonah Peretti and Nick Denton reshaped the media landscape? Dive into the world of digital traffic, viral impact, and the revolution of online journalism.

Traffic: Genius, Rivalry, and Delusion in the Billion-Dollar Race to Go Viral

Jonah Peretti and his MIT buddy, Cameron Marlow, were competitive to a fault, always betting two dollars on everything. Their rivalry escalated when Jonah went viral in 2001 after a cheeky email exchange with Nike over a pair of custom sneakers. Jonah's email about "sweatshops" spread like wildfire, leading him to the Today show. This taste of internet fame spurred his lifelong obsession with traffic—both the digital kind and its human elements of curiosity and emotion.

Jonah's childhood in Oakland was marked by struggles with dyslexia and family upheaval, yet he thrived in creative outlets like pottery and later, philosophical studies. His unconventional education at UC Santa Cruz and his activism, like spray-painting billboards, set a foundation for his future digital exploits.

In New York, Jonah joined Eyebeam, an art-and-tech nonprofit, where he resumed his viral experiments, creating hits like "Black People Love Us!" His path crossed with tech visionary Nick Denton, who founded Gawker, a blog that rapidly became a media sensation with its mix of gossip and sharp commentary.

Meanwhile, Cameron developed Blogdex, a tool to map internet conversations—a precursor to today's social media analytics. Both Jonah and Nick were captivated by the potential of traffic measurement, albeit with different goals: Jonah sought viral impact, while Nick aimed for sustained audience engagement.

Nick's Gawker thrived by tapping into the New York media scene, but Jonah's pranks often drew even more traffic. Their contrasting approaches highlighted the evolving landscape of digital media, where the power of traffic could drive activism, commerce, or simply entertain.

Jonah's knack for viral content caught the attention of Kenneth Lerer, a former AOL executive, who teamed up with Arianna Huffington to launch The Huffington Post. Jonah and Andrew Breitbart, a right-wing blogger with ties to Drudge, were brought on as partners. Though Breitbart soon left, the venture marked the beginning of a new era in online media, blending celebrity, politics, and viral content.

Jonah's journey from mischievous grad student to digital media pioneer underscores the transformative power of traffic in shaping public discourse and internet culture.

Did Jonah Peretti's Viral Nike Email Spark the Birth of Modern Digital Media?

The Huffington Post launched on May 9, 2005, amid a storm of mixed reactions, drawing nearly two million page views in its first week. Despite the initial buzz, the site's traffic plummeted, and it became a target of ridicule. Arianna Huffington rallied her Hollywood friends to blog, trying to turn the tide, but the site struggled with sustaining momentum. 

Jonah Peretti, a co-founder, sought inspiration from Nick Denton, the mastermind behind Gawker, who was adept at making websites "sticky"—keeping readers coming back. Denton's approach involved a mix of refreshing content and engaging with commenters, creating a loyal following. Jonah aimed to replicate this strategy, envisioning exponential growth through consistent monthly traffic increases.

As The Huffington Post evolved, it became clear that Arianna's vision of a platform for celebrity bloggers and liberal politics wasn't enough. Jonah began experimenting with viral content and traffic strategies. This led to the creation of the Contagious Media Showdown, a competition to generate buzz through quirky, sometimes outrageous online projects. One notable entry, "Forget-Me-Not Panties," garnered global attention, though it was often misunderstood by its audience.

Parallel to his work at The Huffington Post, Jonah launched BuzzFeed in 2006, a site dedicated to tracking and curating viral content. He hired Peggy Wang, whose eclectic internet culture sense made her a perfect fit for identifying trends. BuzzFeed's early iterations focused on lists and links, gradually perfecting the art of viral media.

Meanwhile, The Huffington Post's traffic strategies evolved. Jonah and his team implemented SEO tactics, like pac-manning—linking to high-performing sites to boost their own search rankings. This approach, combined with quick updates on breaking news, drove significant traffic growth. By 2008, The Huffington Post had more than ten million unique visitors a month.

Jonah's dual roles at The Huffington Post and BuzzFeed allowed him to cross-pollinate ideas and innovations between the two ventures, ultimately shaping the future of online media. While The Huffington Post provided a platform for elite voices, BuzzFeed captured the zeitgeist with its viral content, setting the stage for the modern digital media landscape.

How Jonah Peretti and Arianna Huffington Revolutionized Digital Media

Nick Denton had a clear vision for digital traffic, valuing honest metrics over technical tricks. Paying writers by page views, he revolutionized digital labor, leading to mixed reactions. One writer, Nicholas Carlson, found success with slideshows showcasing tech offices, a hit among Valleywag readers. Denton's adversarial stance on powerful tech figures, like outing Peter Thiel's sexuality, led to serious backlash and a secret campaign by Thiel that eventually dismantled Denton's company.

Anna Holmes launched Jezebel, a blog channeling feminist anger and honesty, which quickly gained traction and reshaped online media. Holmes faced internal resistance and external controversies, like the infamous drunken interview that nearly derailed Jezebel's reputation. Despite setbacks, Jezebel's impact on media and social movements, including the #MeToo era, was profound.

Meanwhile, Jonah Peretti at The Huffington Post harnessed the power of viral content, particularly during Barack Obama's 2008 campaign, leveraging traffic analytics to boost engagement. Facebook, witnessing the potential of social media in politics, attempted to buy Twitter for its real-time engagement but failed, leading to a competitive race that would later contribute to the platform's toxicity.

Obama's campaign also demonstrated the transformative power of social media, with Chris Hughes from Facebook helping to build Mybarackobama.com, a pioneering platform that mobilized supporters effectively. Social media's influence expanded globally, highlighted by Oscar Guevara's Facebook group against FARC in Colombia, showing the platform's potential for social change. 

This era marked the beginning of a new digital landscape, driven by engagement metrics and social media's growing role in politics and activism, reshaping how information and influence spread online.

Did Nick Denton and Anna Holmes Reshape Digital Media While Sparking Controversies?

The Huffington Post experienced a meteoric rise in traffic from September 2007 to September 2008, thanks in part to the energy surrounding Obama's campaign. However, the company was burning through cash rapidly and needed a significant investment to survive. Co-founders Kenny and Arianna were confident that Disney's CEO, Bob Iger, would invest $25 million, but the deal fell through due to concerns about the site's partisanship and potential conflicts of interest.

Desperate for funding, Arianna turned to her network and eventually connected with venture capitalist Fred Harman, who was impressed by the site's political coverage and traffic. Harman agreed to invest $25 million, contingent on Obama winning the election, which he did. This investment allowed The Huffington Post to continue growing.

Meanwhile, Jonah Peretti, co-founder of The Huffington Post, was also working on his side project, BuzzFeed. Initially a quirky site with no revenue, BuzzFeed began to attract attention for its viral content and listicles. Peretti's vision was to create a platform where users could generate and share content, leading to BuzzFeed's rapid growth in traffic.

In 2010, venture capitalist Chris Dixon introduced Jonah to investor Will Porteous, leading to an $8 million investment that valued BuzzFeed at $20 million. This funding allowed BuzzFeed to move into a new office and further develop its unique approach to viral media and native advertising.

Andrew Breitbart, who had been a key player in the early days of The Huffington Post, found himself marginalized in the new media landscape. However, he saw an opportunity in the scandal surrounding Congressman Anthony Weiner, whose lewd photos had been exposed online. Breitbart's reporting on the scandal catapulted him back into the spotlight, showcasing his ability to leverage sensational stories for political gain.

Gawker Media, under the leadership of Nick Denton and AJ Daulerio, also thrived on sensationalism, particularly through its coverage of celebrity scandals and leaks of private photos. This approach brought significant traffic but also raised ethical questions about privacy and exploitation.

As new media platforms like BuzzFeed and The Huffington Post continued to grow, they transformed the landscape of online journalism, blending technology and content to capture the attention of millions. These companies exemplified the power of viral content and the increasing influence of social media on news and entertainment.

Obama's Campaign, Disney's Rejection, and the Rise of The Huffington Post and BuzzFeed

Nick and Jonah had different approaches to the Silicon Valley tycoons. Nick sought to expose them, while Jonah saw potential and wanted BuzzFeed to join the boom. While Jonah became increasingly fascinated with this world, The Huffington Post was moving towards a deal with AOL, led by Tim Armstrong, an ad salesman from Google.

Arianna Huffington captured Armstrong's interest, leading to AOL's purchase of The Huffington Post for $315 million in 2011. This deal brought cash and power to Arianna, and financial rewards for early investors like Kenny, who had already benefited politically from the site in 2008 by aiding Obama's election.

Jonah, however, felt detached and depressed by the sale. He had been at The Huffington Post for a decade, exercising power and growing its traffic. With the sale, he found himself with money but unsure of his next move. He invested in friends' ideas, like Uber, which eventually paid off handsomely.

BuzzFeed became Jonah's primary focus. Initially dependent on Google for traffic, BuzzFeed faced a crisis in 2011 when Google cut off its traffic. Jonah and his team scrambled to adapt, shifting their focus to social media like Facebook.

BuzzFeed excelled at creating shareable content, thanks to team members like Matt Stopera, who intuitively understood social media. The site saw massive traffic growth from lists and memes, which resonated with Facebook users.

In 2012, Jonah met with Mark Zuckerberg, who proposed buying BuzzFeed. Jonah countered with a vision of collaboration, but ultimately, they didn't reach a deal. Instead, BuzzFeed secured new investment and focused on becoming a major social content site.

BuzzFeed's traffic and revenue soared, and it hired journalists to cover politics, making a significant impact during the 2012 presidential campaign. Jonah's vision of combining informational content with social and emotional appeal proved successful, and BuzzFeed emerged as a key player in new media.

However, the rise of BuzzFeed created tension with Nick, whose Gawker brand faced competition. Nick criticized Jonah's traffic-driven approach, but BuzzFeed's success continued to grow, attracting attention, writers, and readers, reshaping the media landscape.

Did Mark Zuckerberg Miss Out on the Next Big Thing by Not Buying BuzzFeed in 2012?

In early 2012, as competition between Nick Denton and Jonah Peretti heated up, Andrew Breitbart, an American Journalist, found new momentum. The downfall of Anthony Weiner and the subsequent election of a Republican brought a wave of optimism and investment, particularly from hedge fund billionaire Robert Mercer, who invested $10 million into Breitbart’s company. Despite a stylish redesign and growing traffic, Andrew’s personal life was chaotic and stressful, culminating in his sudden death in March 2012.

BuzzFeed’s Jonah Peretti saw Andrew as a colorful figure and focused on highlighting his role in starting The Huffington Post. Meanwhile, Eli Pariser launched Upworthy on the same day Andrew died, aiming to merge emotion and information for progressive causes. Upworthy’s viral success was driven by engaging headlines and videos, but it faced challenges from Facebook’s evolving algorithms, which eventually curtailed its reach.

BuzzFeed’s relationship with Facebook thrived due to Jonah’s strategic collaborations with Facebook’s team, leading to massive traffic spikes. The site's success continued with viral hits like “What State Do You Actually Belong In?” and “The Dress,” which captivated global audiences. However, Facebook’s concern over losing control of viral content led to tighter algorithmic controls, signaling a shift in the digital landscape.

BuzzFeed’s rise was marked by strategic investments and growth, including a significant investment from Andreessen Horowitz. Yet, the media landscape was becoming increasingly divided, with Jonah’s focus on broad engagement contrasting with emerging right-wing populism embodied by figures like Benny Johnson.

Jonah’s vision for BuzzFeed was to create a platform that combined serious journalism with viral content, leveraging social media to drive engagement. This approach led to a mix of successes and challenges, as the company navigated the evolving digital ecosystem and the pressures of maintaining its unique position in the media world.

BuzzFeed's Meteoric Rise: Jonah Peretti’s Strategic Genius Amidst Digital Media Turbulence

The unraveling of Gawker began in 2014 when its founder, Nick Denton, faced both fierce competition and personal changes. While rivals like BuzzFeed amassed venture capital, Denton celebrated a personal milestone—his marriage. This happiness seemed to soften his edge, raising concerns among his team as they faced an enduring lawsuit from Hulk Hogan. Unlike previous legal threats, this one, backed secretly by billionaire Peter Thiel, persisted and ultimately led to Gawker's downfall.

As Denton mellowed, AJ Daulerio, a former Gawker editor, left to start Ratter, a site reminiscent of Gawker's edginess but struggled to find success. Meanwhile, Gawker faced backlash for its harsh exposés, signaling a shift in media dynamics. Denton's decision to remove a controversial post marked a pivotal moment, reflecting his awareness of the changing media landscape.

BuzzFeed, under Jonah Peretti, thrived during this period, leveraging social media to dominate the digital space. However, the rise of populist figures like Donald Trump showcased the power of provocative content on platforms like Facebook. While BuzzFeed's mission was rooted in fair journalism, the new media environment favored divisive and engaging content.

Amidst this, The New York Times, once mocked as a legacy media dinosaur, began to adapt. David Perpich, part of the Sulzberger family, helped steer its digital transformation, culminating in a successful paywall model.

In contrast, Gawker's legal battle culminated in a devastating loss, backed by Thiel's vendetta, leading to its closure. Denton's era ended with a reflective note on Gawker's impact, while Daulerio grappled with the aftermath, struggling with a massive legal judgment and personal challenges.

As the media landscape evolved, the line between engagement and integrity blurred, with platforms like Facebook shaping public discourse in unexpected ways. The story of Gawker, BuzzFeed, and The New York Times highlights the complexities and consequences of the digital revolution in media.

Did Hulk Hogan's Lawsuit Against Gawker Signify the Dawn of a New Media Era?

In January 2017, Ben Smith, the author, found himself at the center of a storm. A document, the Dossier, was circulating among the elite, but no one had dared to publish it. It was the sort of thing that Gawker, now gone, would have put out there, and Ben felt it might fall to him. 

Originally, Ben was a secondary character in the world of internet media, inspired by Gawker's approach to scoopy political reporting. His journey took him from creating political blogs to joining Politico, and eventually to BuzzFeed News, where he embraced Nick Denton's philosophy of rejecting patronizing gatekeepers.

The Dossier, compiled by a former British spy, contained explosive, unverified allegations about Donald Trump's ties to Russia, including a lurid "pee tape." Ken Bensinger, a BuzzFeed reporter, got wind of it at a boisterous meeting in Sonoma County. Everyone in Washington seemed to have the document except the public. Ben believed, from his Gawker days, that it was their duty to publish it, to trust readers to understand the complexities and make their own judgments.

Despite the risks, they decided to publish. As expected, backlash followed. Traditional media accused them of irresponsibility, but they stood by their decision. The document went viral, its revelations both captivating and controversial. It fueled narratives on social media, sometimes more resonant than factual, and became a totem for the anti-Trump resistance.

Yet, as time passed, the Dossier's claims didn't hold up in crucial investigations, and it arguably muddied the more tangible issues of Trump's business dealings and campaign ties to Russia. In the end, it served as a cautionary tale about the power and pitfalls of the digital age—a reminder of the complex dance between transparency and responsibility in journalism.

As the media landscape shifted, BuzzFeed's traffic model faced challenges. Facebook's algorithm changes and the devaluation of traffic were existential threats. They navigated new realities, facing pressures to produce content that aligned with evolving platform dynamics. The journey taught Ben about the volatile nature of digital media and the unintended consequences of chasing virality.

In the end, the document's publication embodied the clash between new media's transparency and old media's gatekeeping. It was a moment that defined an era, one that highlighted the complexities of truth, trust, and the transformative power of the internet.

BuzzFeed's Defining Moment: The Explosive Trump Dossier Release

In 2019, while right-wingers celebrated transforming online traffic into political power at Trump’s White House, BuzzFeed's founder Jonah Peretti faced a harsh reality. Once a digital goldmine, traffic became elusive and expensive. 

Facebook’s policies forced BuzzFeed to spend millions promoting branded content, leading to significant financial losses. By the end of 2018, BuzzFeed made over $307 million but spent $386 million, resulting in a loss of $78 million. The once-promising NBC investment was dwindling, and investors grew impatient.

Jonah acknowledged that traffic alone couldn’t solve his problems and began making cuts, including shutting down the news team in Australia. Financial pressures mounted, and BuzzFeed faced unionization efforts from disgruntled employees. Jonah, initially resistant to unions, eventually conceded, though it didn’t quell the unrest.

Amidst financial woes, Jonah explored merging with other companies, like his father-in-law’s media venture, but negotiations failed. Desperate for a solution, he considered merging with Carlos Watson’s Ozy, hoping to attract investment from Laurene Powell Jobs. However, the deal fell through when Watson couldn’t deliver the promised funds.

Pivoting strategies, Jonah reacquired HuffPost from Verizon, aiming to revitalize it and leverage its potential. BuzzFeed shifted focus to affiliate marketing, driving profits through product recommendations. Despite the irony of promoting brands like Nike, which Jonah had once criticized, BuzzFeed finally turned a profit in 2020.

Simultaneously, the rise of the far-right became intertwined with internet culture. Former BuzzFeed employee, Anthime Joseph Gionet, aka Baked Alaska, transitioned from viral stunts to alt-right activism, culminating in his involvement in the January 6 Capitol riot. His actions, driven by the quest for views and attention, eventually led to legal consequences.

Jonah’s journey exemplifies the volatile landscape of digital media, where traffic, politics, and financial pressures intertwine, reshaping the industry and its players.

Is Jonah Peretti's BuzzFeed Saga the Ultimate Tale of Digital Media's Highs and Lows?

Jonah Peretti, alongside his MIT buddy, Cameron Marlow, lived for competition, betting two dollars on nearly everything. Their rivalry reached new heights when Jonah went viral in 2001 after a cheeky email exchange with Nike about custom sneakers and sweatshops. His email spread like wildfire, landing him on the Today show and igniting his obsession with digital traffic and human curiosity.

Jonah's childhood in Oakland was tough, marked by dyslexia and family upheaval, but he found solace in creative pursuits like pottery and later, philosophy. His unconventional education at UC Santa Cruz and activism, including spray-painting billboards, set the stage for his future digital adventures.

In New York, Jonah joined Eyebeam, an art-and-tech nonprofit, where he created viral hits like "Black People Love Us!" His path then crossed with tech visionary Nick Denton, founder of Gawker, a blog that quickly became a media sensation with its mix of gossip and sharp commentary.

Cameron developed Blogdex, a precursor to today’s social media analytics. Jonah and Nick, though with different goals, shared a fascination with traffic measurement: Jonah aimed for viral impact, while Nick sought sustained engagement.

Nick's Gawker thrived by tapping into the New York media scene, but Jonah's pranks often drew even more traffic. This highlighted the evolving digital media landscape, where traffic could drive activism, commerce, or simply entertain.

Jonah’s knack for viral content caught the eye of Kenneth Lerer, who teamed up with Arianna Huffington to launch The Huffington Post. Though initially struggling with traffic, the site eventually found success through viral content and SEO tactics, thanks in part to Jonah's strategies.

Parallel to his work at The Huffington Post, Jonah launched BuzzFeed in 2006, focusing on viral content. It began with lists and links, perfecting the art of viral media. BuzzFeed's success grew, eventually securing significant investments and traffic.

Meanwhile, The Huffington Post's traffic strategies evolved, driving significant growth. By 2008, it had over ten million unique visitors a month, shaping the future of online media.

Nick Denton valued honest metrics and revolutionized digital labor by paying writers by page views, leading to mixed reactions. His adversarial stance with powerful tech figures, like outing Peter Thiel, eventually led to serious backlash and Gawker's downfall.

Jonah leveraged viral content during Obama’s 2008 campaign, demonstrating social media's political power. This era marked the rise of a new digital landscape, driven by engagement metrics and social media's influence on politics and activism.

The Huffington Post’s meteoric rise in traffic during Obama’s campaign led to a significant investment, allowing it to continue growing. Jonah's dual roles at The Huffington Post and BuzzFeed shaped the future of online media.

BuzzFeed faced challenges when Google cut off its traffic in 2011, prompting a shift to social media. The site excelled at creating shareable content, leading to massive growth. Though Facebook’s tighter controls signaled a shift, BuzzFeed continued to thrive, combining serious journalism with viral content.

In 2017, BuzzFeed published the controversial Dossier on Trump, embodying the clash between new media’s transparency and old media’s gatekeeping. This decision defined an era, highlighting the complexities of truth and trust in digital journalism.

By 2019, BuzzFeed faced financial challenges, forcing Jonah to make cuts and explore mergers. Despite setbacks, BuzzFeed turned a profit in 2020 through affiliate marketing. Jonah's journey exemplifies the volatile landscape of digital media, where traffic, politics, and financial pressures intertwine.

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Traffic: Genius, Rivalry, and Delusion in the Billion-Dollar Race to Go Viral

Ben Smith

Curious about how a mischievous grad student rose to be a digital media pioneer?

Intrigued by the transformative power of viral content and its role in shaping public discourse?

Wondering how the rivalry between tech visionaries Jonah Peretti and Nick Denton reshaped the media landscape?

Dive into the world of digital traffic, viral impact, and the revolution of online journalism.

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