It broke the story of The Intern. And those analyzing how to succeed in media got it: The most efficient and quickest way to positioning and packaging oneself as a player was to become a platform for the negative.
Matt Drudge proved out that the new formula for winning the attention game was through not praising famous men and women. No more suck-up articles about Wild Bill's mighty mind. What sold was and, it turns out, still is are the pivots to caustic criticism.
Not that juicy gossip was new. The late Dominick Dunne staged his comeback that way. What had changed it that it had become okay for mainstream media to develop special niches in it. Consequently the old-line gossip mongers like Globe met up with competition they couldn't handle.
Drudge's most notable success since Monicagate had been turning Hillary Clinton into a cartoonish character. Part of that initiative were the unflattering photos posted. Readers clicked on Drudge, hoping to see Witch-faced Hillary, Sick Hillary, Enraged Hillary. Old Hillary.
Notice that brandnames in public relations and law are being reinforced or made by those hammering what United Airlines has been doing wrong. There have been Leggingate and Overbookedgate. Not at all marketable is a post about what United Airlines might have done right during those two crises.
The meme since Drudge's success is: Let's dig for the tragic flaws of famous men and women. We classify their soon-to-be falls as Shakespearean. Great pride is taken in helping to engineer that reversal of fortune.
Among those targeted to be banished from their little corner of paradise seem to be:
Place your sponsored content and links on Jane Genova's syndicated sites.
Inbound links range from Bloomberg to Bing to AOL.
High rankings on Google.
Complimentary Consultation email@example.com.