Web media needs to move to TV metaphor - with full-screen imagery and other content interrupted with full-screen ads.

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

Superior writers, videographers and other content makers want to work with their own kind and for their own kind.

Ben Smith's quick-hit campaign 'scoops' are about as viral as cat videos. That fits with Buzzfeed.

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.

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

Relentless and cynical traffic-trawling is bad for the soul.