Posted on 12/02/2013 7:12:21 AM PST by afraidfortherepublic
Neetzan Zimmerman doesn't like to be called a machine. That word implies something cold and inhuman about how he works, and Mr. Zimmerman believes that what makes him so good at his job is precisely the opposite sensibility: Unlike a computer, he understands the emotions that might compel a human being to click on something online.
Mr. Zimmerman is a 32-year-old editor at the news-and-entertainment site Gawker, where he's responsible for posting "viral" content—videos, photos, crazy local news stories—that readers can't resist sharing with everyone they know. "Mom Fined $140 Every Day Until She Circumcises Her Child" or "Black Man Arrested Dozens of Times for 'Trespassing' While At Work." With his posts generating more than 30 million page views a month, Mr. Zimmerman may be the most popular blogger working on the Web today.
Indeed, Mr. Zimmerman earns traffic so reliably that it's tempting to dismiss him as an automaton who simply posts every sensational news story that comes along, or as a mere "aggregator" who doesn't contribute anything original to journalism. But that take misses Mr. Zimmerman's skill. He posts only about a dozen items a day. Almost every one becomes a big traffic hit—an astonishing rate of success. I've worked on the Web for years, and I still have trouble predicting which of my stories will be hits and which will appeal only to my mom. Mr. Zimmerman has somehow cracked the code.
His secret, he says, is a deep connection to his audience's evolving, irreducibly human, primal sensibilities. Usually within a few seconds of seeing an item, Mr. Zimmerman can sense whether it's destined to become a viral story. "I guess you could call it intuition," he says.
(Excerpt) Read more at online.wsj.com ...
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