Perhaps this sort of thinking seems obvious, but for a journalist, it is subtly subversive. At journalism school, students might be taught the Four Ws (What, Where, When, Why) and the six elements of news (Timeliness, Proximity, Prominence, Consequence, Human Interest, and Conflict). They are taught how to find sources, ask questions, and organize reporting into paragraphs. They are taught, in other words, to think like a serious journalist. They are not necessarily taught to think like an ordinary reader — especially an Internet reader, that omnivore of opportunity who grazes on silly lists and photos for hours, but will also sit for serious news and even block the occasional half hour to digest a 10,000-word profile.

How ESPN Plans to Dominate the Post-TV World
Derek Thompson,