Zimmerman’s work is a more extreme version of the new, upside-down dynamic of web publishing. Instead of the publisher’s megaphone guaranteeing its articles an audience, the publisher only has an audience insofar as the articles “go viral.” Tens of thousands of readers see most of the dozen items Zimmerman posts each day, but millions see his blockbusters.

For those hits, the content and the clickbait headline are as important as the timing. He describes “going viral” like surfing: boarding a wave at the earliest possible point. “You don’t want to wait too long because you’ll miss that initial cresting,” he says. “It’s a race against everyone else.”