“Whoooo!”
Heads swivel from terminals, look for the noise: Marty Mackley, grinning.
“You can thank me…” He leans down and taps a button on his keyboard. “Now.”
A new post appears in the maelstrom, a small green orb announcing itself on the “Glamour Report,” Scandal Monkey blog, and Marty’s byline feeds. As we watch, the post absorbs pings from software clients around the world, notifying the millions of people who follow his byline that he has launched a new story.
I flick my tablet open, check the tags:
Double DP,
Redneck HipHop,
Music News,
Schadenfreude,
underage,
pedophilia…
According to Mackley’s story, Double DP the Russian mafia cowboy rapper — who, in my opinion, is not as good as the Asian pop sensation Kulaap, but whom half the planet likes very much — is accused of impregnating the fourteen-year-old daughter of his face sculptor. Readers are starting to notice, and with their attention Marty’s green-glowing news story begins to muscle for space in the maelstrom. The content star pulses, expands, and then, as though someone has thrown gasoline on it, it explodes. Double DP hits the social sites, starts getting recommended, sucks in more readers, more links, more clicks… and more ad dollars.
Marty does a pelvic grind of victory, then waves at everyone for their attention. “And that’s not all, folks.” He hits his keyboard again, and another story posts: live feeds of Double’s house, where… it looks as though the man who popularized Redneck Russians is heading out the door in a hurry. It is a surprise to see video of the house, streaming live. Most freelance paparazzi are not patient enough to sit and hope that maybe, perhaps, something interesting will happen. This looks as though Marty has stationed his own exclusive papcams at the house, to watch for something like this.
We all watch as Double DP locks the door behind himself. Marty says, “I thought DP deserved the courtesy of notification that the story was going live.”
“Is he fleeing?” Mikela Plaa asks.
Marty shrugs. “We’ll see.”
And indeed, it does look as if Double is about to do what Americans have popularized as an “OJ.” He gets into his red Hummer. Pulling out.
Under the green glow of his growing story, Marty smiles. The story is getting bigger, and Marty has stationed himself perfectly for the development. Other news agencies and blogs are playing catch-up. Follow-on posts wink into existence in the maelstrom, gathering a momentum of their own as newsrooms scramble to hook our traffic.
“Do we have a helicopter?” Janice asks. She has come out of her glass office to watch the show.
Marty nods. “We’re moving it into position. I just bought exclusive angel view with the cops, too, so everyone’s going to have to license our footage.”
“Did you let Long Arm of the Law know about the cross-content?”
“Yeah. They’re kicking in from their bud get for the helicopter.”
Marty sits down again, begins tapping at his keyboard, a machinegun of data entry. A low murmur comes from the tech pit, Cindy C. calling our telecom providers, locking down trunklines to handle an anticipated data surge. She knows something that we don’t, something that Marty has prepared her for. She’s bringing up mirrored server farms. Marty seems unaware of the audience around him. He stops typing. Stares up at the maelstrom, watching his glowing ball of content. He is the maestro of a symphony.
The cluster of competing stories are growing as Gawker and Newsweek and Throb all organize themselves and respond. Our readers are clicking away from us, trying to see if there’s anything new in our competitor’s coverage. Marty smiles, hits his “publish” key, and dumps a new bucket of meat into the shark tank of public interest: a video interview with the fourteen-year-old. On-screen, she looks very young, shockingly so. She has a teddy bear.
“I swear I didn’t plant the bear,” Marty comments. “She had it on her own.”
The girl’s accusations are being mixed over Double’s run for the border, a kind of synth loop of accusations:
“And then he…”
“And I said…”
“He’s the only one I’ve ever…”
It sounds as if Marty has licensed some of Double’s own beats for the coverage of his fleeing Humvee. The video outtakes are already bouncing around YouTube and MotionSwallow like Ping-Pong balls. The maelstrom has moved Double DP to the center of the display as more and more feeds and sites point to the content. Not only is traffic up, but the post is gaining in social rank as the numbers of links and social pokes increase.
“How’s the stock?” someone calls out.
Marty shakes his head. “They locked me out from showing the display.”
This, because whenever he drops an important story, we all beg him to show us the big picture. We all turn to Janice. She rolls her eyes, but she gives the nod. When Cindy finishes buying bandwidth, she unlocks the view. The maelstrom slides aside as a second window opens, all bar graphs and financial landscape: our stock price as affected by the story’s expanding traffic — and expanding ad revenue.
The stock bots have their own version of the maelstrom; they’ve picked up the reader traffic shift. Buy and sell decisions roll across the screen, responding to the popularity of Mackley’s byline. As he feeds the story, the beast grows. More feeds pick us up, more people recommend the story to their friends, and every one of them is being subjected to our advertisers’ messages, which means more revenue for us and less for everyone else. At this point, Mackley is bigger than the Super Bowl. Given that the story is tagged with Double DP, it will have a targetable demographic: thirteen-to twenty-four-year-olds who buy lifestyle gadgets, new music, edge clothes, first-run games, boxed hairstyles, tablet skins, and ringtones: not only a large demographic, a valuable one.
Our stock ticks up a point. Holds. Ticks up another. We’ve got four different screens running now. The papcam of Double DP, chase cycles with views of the cops streaking after him, the chopper lifting off, and the window with the fourteen-year-old interviewing. The girl is saying, “I really feel for him. We have a connection. We’re going to get married,” and there’s his Hummer screaming down Santa Monica Boulevard with his song “Cowboy Banger” on the audio overlay.
A new wave of social pokes hits the story. Our stock price ticks up again. Daily bonus territory. The clicks are pouring in. It’s got the right combination of content, what Mackley calls the “Three Ss”: sex, stupidity, and schadenfreude. The stock ticks up again. Everyone cheers. Mackley takes a bow. We all love him. He is half the reason I can pay my rent. Even a small newsroom bonus from his work is enough for me to live. I’m not sure how much he makes for himself when he creates an event like this. Cindy tells me that it is “solid seven, baby.” His byline feed is so big he could probably go independent, but then he would not have the resources to scramble a helicopter for a chase toward Mexico. It is a symbiotic relationship. He does what he does best, and Milestone pays him like a celebrity.