usc dark arts
TRANSCRIPT
![Page 1: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/1.jpg)
Dark secretsonline overlordsof the
![Page 2: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/2.jpg)
very important things I won’t dwell on:
• social media• partnerships & guest-blogging• technology• SEO• cat photos
![Page 3: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/3.jpg)
&sensibility
desire
what I will dwell on:
![Page 4: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/4.jpg)
ackage, repackage, repeat.
Flickr photo courtesy of user scmgee.
P
![Page 5: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/5.jpg)
lifehacker.com I. Package, repackage, repeat
![Page 6: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/6.jpg)
lifehacker.com I. Package, repackage, repeat
![Page 7: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/7.jpg)
lifehacker.com I. Package, repackage, repeat
![Page 8: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/8.jpg)
lifehacker.com I. Package, repackage, repeat
![Page 9: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/9.jpg)
lifehacker.com I. Package, repackage, repeat
![Page 10: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/10.jpg)
lifehacker.com I. Package, repackage, repeat
![Page 11: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/11.jpg)
packaging reinforces
![Page 12: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/12.jpg)
packaging extends reach
![Page 13: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/13.jpg)
stock and flow
![Page 14: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/14.jpg)
andrewsullivan.theatlantic.com I. Package, repackage, repeat.
![Page 15: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/15.jpg)
thelede.blogs.nytimes.com I. Package, repackage, repeat.
![Page 16: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/16.jpg)
texastribune.org I. Package, repackage, repeat.
![Page 17: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/17.jpg)
mashable.com I. Package, repackage, repeat.
![Page 18: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/18.jpg)
mashable.com I. Package, repackage, repeat.
![Page 19: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/19.jpg)
mashable.com I. Package, repackage, repeat.
![Page 20: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/20.jpg)
talkingpointsmemo.com I. Package, repackage, repeat.
![Page 21: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/21.jpg)
treams, not stories.
Flickr photo courtesy of user Mr. T in DC.
S
![Page 22: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/22.jpg)
city room and l.a.now II. Streams, not stories.
![Page 23: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/23.jpg)
gothamist network II. Streams, not stories.
![Page 24: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/24.jpg)
city room vs. gothamist II. Streams, not stories.
![Page 25: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/25.jpg)
feed > post
![Page 26: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/26.jpg)
subscriber > visitor
![Page 27: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/27.jpg)
sfist.com II. Streams, not stories.
![Page 28: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/28.jpg)
sfist.com II. Streams, not stories.
![Page 29: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/29.jpg)
Umbering is narrative.
Flickr photo courtesy of user svenwerk.
N
![Page 30: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/30.jpg)
popurls.com III. Numbering is narrative.
![Page 31: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/31.jpg)
popurls.com III. Numbering is narrative.
![Page 32: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/32.jpg)
soulofthecommunity.org III. Numbering is narrative.
![Page 33: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/33.jpg)
soulofthecommunity.org III. Numbering is narrative.
![Page 34: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/34.jpg)
theatlantic.com III. Numbering is narrative.
![Page 35: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/35.jpg)
lists promise
![Page 36: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/36.jpg)
lists promise
![Page 37: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/37.jpg)
lists promise
![Page 38: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/38.jpg)
lists promise
![Page 39: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/39.jpg)
themoneymeltdown.com III. Numbering is narrative.
![Page 40: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/40.jpg)
examples of guides from different sites III. Numbering is narrative.
![Page 41: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/41.jpg)
Eadlines are hooks.
Flickr photo courtesy of user minifig.
H
![Page 42: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/42.jpg)
“Imagine you're writing a headline for a magazine
(one with tight deadlines)
rather than a newspaper.
source: Gawker founder/CEO Nick Denton
“
![Page 43: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/43.jpg)
wired.com vs. gawker.com IV. Headlines are hooks.
Vs.
![Page 44: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/44.jpg)
focus on implications, not events
![Page 45: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/45.jpg)
nytimes.com vs. google news vs. gawker.com IV. Headlines are hooks
![Page 46: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/46.jpg)
Vs.
nytimes.com vs. google news vs. gawker.com IV. Headlines are hooks
![Page 47: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/47.jpg)
Vs.
Vs.
nytimes.com vs. google news vs. gawker.com IV. Headlines are hooks
![Page 48: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/48.jpg)
12 most profit-producing words IV. Headlines are hooks
1.Discover2.Easy3.Guarantee4.Health5.Love6.Money7.New8.Proven9.Results10.Safety11.Save12.You
![Page 49: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/49.jpg)
12 most arresting headline words IV. Headlines are hooks
1.Top2.Why3.How4.Will5.Guide6.Best7.Secret8.Ultimate9.Your10.Worst11.New12.Future
![Page 50: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/50.jpg)
ompete through co-optation.
Photo courtesy of the U.S. military.
C
![Page 51: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/51.jpg)
andrewsullivan.theatlantic.com V. Compete through co-optation.
![Page 52: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/52.jpg)
andrewsullivan.theatlantic.com V. Compete through co-optation.
![Page 53: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/53.jpg)
npr.org V. Compete through co-optation.
![Page 54: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/54.jpg)
huffingtonpost.com V. Compete through co-optation.
![Page 55: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/55.jpg)
the new front page V. Compete through co-optation.
![Page 56: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/56.jpg)
et the telling fit the story.
Photo courtesy of the U.S. Army.
L
![Page 57: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/57.jpg)
cnn.com VI. Let the telling fit the story.
![Page 58: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/58.jpg)
nytimes.com | theatlantic.com VI. Let the telling fit the story.
![Page 59: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/59.jpg)
talkingpointsmemo.com VI. Let the telling fit the story
![Page 60: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/60.jpg)
nytimes.com | texastribune.org VI. Let the telling fit the story.
![Page 61: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/61.jpg)
nytimes.com | texastribune.org VI. Let the telling fit the story.
![Page 62: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/62.jpg)
Xplain, explain, explain.
Flickr photo courtesy of user Pip R. Lagenta.
E
![Page 63: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/63.jpg)
““
When remotely possible, turn news into explanation.
source: Gawker founder/CEO Nick Denton
![Page 64: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/64.jpg)
voices.washingtonpost.com/ezra-klein VII. Explain, explain, explain.
![Page 65: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/65.jpg)
voices.washingtonpost.com/ezra-klein VII. Explain, explain, explain.
![Page 66: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/66.jpg)
slate.com VII. Explain, explain, explain.
![Page 67: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/67.jpg)
Omments are content.
Flickr photo courtesy of user nolifebeforecoffee.
C
![Page 68: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/68.jpg)
ta-nehisicoates.theatlantic.com VIII. Comments are content.
![Page 69: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/69.jpg)
ta-nehisicoates.theatlantic.com VIII. Comments are content.
![Page 70: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/70.jpg)
content gets
![Page 71: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/71.jpg)
content gets
![Page 72: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/72.jpg)
content gets
![Page 73: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/73.jpg)
content gets
![Page 74: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/74.jpg)
ta-nehisicoates.theatlantic.com VIII. Comments are content.
![Page 75: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/75.jpg)
ta-nehisicoates.theatlantic.com VIII. Comments are content.
![Page 76: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/76.jpg)
metafilter.com VIII. Comments are content.
![Page 77: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/77.jpg)
Flickr photo courtesy of user movimente.
Llustrate everything.I
![Page 78: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/78.jpg)
huffingtonpost.com IX. Illustrate everything.
![Page 79: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/79.jpg)
Jim wanted a transportation blog.
![Page 80: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/80.jpg)
A transportation blog?!
![Page 81: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/81.jpg)
*actual transportation blog headlines IX. Illustrate everything.
![Page 82: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/82.jpg)
blogs.startribune.com/roadguy IX. Illustrate everything.
“The word that came to mind was ‘brazen.’”
![Page 83: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/83.jpg)
images courtesy of roadguy IX. Illustrate everything.
![Page 84: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/84.jpg)
potential image sources IX. Illustrate everything.
1.Photowalks2.Station image licenses3.Handout photography4.Creative Commons (Flickr)5.Crowd-contributed 6.iStockPhoto, WebShots, etc. 7.Wikipedia
![Page 85: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/85.jpg)
On’t fear digression.
Flickr photo courtesy of user simonsterg.
D
![Page 86: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/86.jpg)
andrewsullivan.theatlantic.com X. Don’t fear digression.
![Page 87: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/87.jpg)
voices.washingtonpost.com/ezra-klein X. Don’t fear digression.
![Page 88: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/88.jpg)
digression adds
![Page 89: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/89.jpg)
digression adds
![Page 90: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/90.jpg)
E a bit predictable.
Flickr photo courtesy of user ahockley.
B
![Page 91: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/91.jpg)
andrewsullivan.theatlantic.com XI. Be a bit predictable.
![Page 92: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/92.jpg)
dcist.com XI. Be a bit predictable.
![Page 93: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/93.jpg)
dcist.com XI. Be a bit predictable.
![Page 94: Usc dark arts](https://reader033.vdocuments.us/reader033/viewer/2022052522/554d9182b4c905525e8b460b/html5/thumbnails/94.jpg)
ENGAGE.