Gawker's Neetzan Zimmerman generates "so much traffic on his own,
he effectively subsidizes the rest of the staff, liberating them to pursue deeper, longer, more experimental pieces." He "keeps a running list of 'hot' themes in his head. 'It might be that right now, people don't care about stories about cats that much, and instead, sloths are more popular,' he says. 'So I'll have a rule—cats are out, sloths are in, focus on sloths because that's going to be your meal ticket.'"