One of the paradoxes of the Internet is that, although it rewards celebrity stories and videos of kittens playing with yarn, it also rewards sites that go narrow and deep.
The reason is technological. While there aren’t as many people interested in the details of N.S.A. surveillance or prison conditions as there are people interested in sports or pop singers, the Internet allows them all to gather in one place.
And, when they do, the readership can be a substantial and influential one.
What does it mean to be a photographer when three billion people are walking around with phones in their pocket with cameras on them? What does it mean to be a professional writer when every 14 year old has a blog?
The best way to generate publicity is by being first. In other words, by being the first brand in a new category. The news media wants to talk about what’s new, what’s first, and what’s hot, not what’s better. And the best way to make news is to announce a new category, not a new product.