We believe that the best Web content optimization strategy is something as old as journalism itself: the shocking truth and the authentic opinion.

As a print journalist, if you hear a rumour you try to stand it up and if you can't, the story dies. With a blog you can throw the rumour out there and ask for help. You can say: 'We don't know if this is true or not.

I think people are sort of waking up to it now, how probably the biggest change in Internet media isn't the immediacy of it, or the low costs, but the measurability. Which is actually terrifying if you're a traditional journalist, and used to pushing what people ought to like, or what you think they ought to like.

Your writers write these pieces about meaningless startups, meaningless apps and meaningless companies.

That's always been my test for what makes a story: is this something journalists would gossip with each other about?

Google and others truncate headlines at 70 characters. On the Manti Teo story, Deadspin's scoop fell down the Google search results, overtaken by copycat stories with simpler headlines. Deadspin's headline was 118 characters. Vital information - 'hoax' - was one of the words that was cut off.

Personally, as a print journalist, I always found the most interesting stories to be the ones hacks talked about in the bar after work.