As Hugo proclaims, “nothing is more powerful than an idea whose time has come”, but how do we tell what's coming next? Being early is the same as being wrong, – Pets.com failed in 1998, and Chewy IPO’d at $18b with the same idea. Markets move by supply and demand, and the market for ideas is no different. We oscillate between hunger for a trending topic, and satiation when the need is filled. You can’t tell where it'll go next, but you can spot the signs of excess demand.
Social media algorithms and the 24 hour news cycle force everyone influential to 'publish or perish'. They built their audience by giving them what they want, but often there’s nothing to report. So they publish ‘filler’ content – anything that doesn’t advance the plot. You see this on election night, while we wait to count votes – cut to a niche expert for 5 minutes of fame. When the action starts again, these segments get cut.
PR is building relationships with publishers, so they think of you when filling quota. Failing that, be easy to find, and credible enough to contact. The alternative is ‘Newsjacking’: get ahead of the story and break it yourself – earning you references as the source. “the future is already here” says Gibson, “it's just not evenly distributed”. Spend time in alternative, fringe communities, and some of what you see will go mainstream. It’s no secret that Journalists get their news from Twitter, their memes from Reddit, and their inside information from old friends.
5 CLICHÉ SCENES MOST MOVIES COULD DO WITHOUT
8 Recent Examples of Newsjacking in Action
Andrew Chen Quote
Howard Marks Quotes
Marc Andreeson Quote, A16Z
Why Did Pets.com Crash So Drastically?
William Gibson Quotes