Let’s talk about those e-mails you write. You’ve probably wondered now and then whether you should be concentrating on curiosity to get as many prospects to the page as possible, or talking about the benefits of the offer to send more targeted clicks and get better EPCs. Here’s the short answer: yes. If in doubt, you’re probably better off talking about the benefits. It’s lower variance and easier to do well. But...

First of all, have a look at this: http://www.nytimes.com/newsgraphics/2013/10/27/south-china-sea/ It’s amazing. It’s using what you can do online to tell a story far more vividly than it would be with simple words and pictures. It uses mapping and detail to draw you in. Tiny scraps picked out with video, pulling you into the report so much you can practically feel the rust and smell the salt. Now, one question: Why the fuck...