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☆ The new 62-story tower set to transform New York City’s skyline
▼ + stars: | 2024-04-20 | by ( Issy Ronald | ) edition.cnn.com time to read: +3 min

And now, a multi-billion-dollar tower featuring floor-to-ceiling glass will add another dimension to the cityscape, according to new details unveiled by New York City Mayor Eric Adams this week. Stretching up 62 stories, a planned office tower at 350 Park Avenue will provide space for more than 6,000 jobs, plus 1.8 million square feet of commercial office space, according to a press release. White columns will frame a new public concourse at the base of the new building on Park Avenue, complete with green space, seating and art displays, images show. Building this new office space comes at a fraught time for the commercial real estate market as businesses struggle to entice workers back to the office after years of working from home. The project will begin the city’s public review process early next year and the tower is expected to be completed by 2032, according to the release.

Persons: Eric Adams, Kenneth Griffin, Rudin, White, Foster, Partners Adams, “, ”, Adams, Meera Joshi, ” Joshi Organizations: CNN, Chrysler, Trade Center, Empire, New York City, Vornado Realty Trust, Citadel, Citadel Securities, Partners, Midtown, Rockefeller Center, St, Grand Central, Midtown —, Central Park Locations: New York, Midtown Manhattan, Patrick’s, York, Fifth, Central

☆ Record levels of funding propel Denver-Boulder to the top of the life sciences market
▼ + stars: | 2024-04-08 | by ( Chris Dilella | ) www.cnbc.com time to read: +7 min

The Denver-Boulder region is rapidly emerging as a major hub for the life sciences industry, attracting companies that develop cutting-edge medical treatments and technologies. Life sciences research aims to understand living things, from cells to our planet, to improve health, food and the environment. Founded in 2003, the Bioscience Association supports the growth of life sciences, with a focus on access to capital, education, networking and more. A recent CBRE report found Denver-Boulder to be the top U.S. life sciences real estate market, fueled by record investment from venture capitalists and the National Institutes of Health. Entrepreneurial successThe recent surge in venture capital flowing into Denver-Boulder builds on the area's proven track record of success over the past several decades.

Persons: Tim Schoen, BioMed, Schoen, Elyse Blazevich, Kevin Koch, Koch, Edgewise, We've, Dan LaBarbera, LaBarbera, Dr Organizations: BioMed, CNBC, Blackstone, Flatiron, Enveda Biosciences, Denver, Boulder, Colorado Bioscience Association, Bioscience Association, National Institutes of Health, U.S, Pfizer, Therapeutics, University of Colorado, Edgewise Therapeutics, Research, University of Colorado's Anschutz Medical, Center, Drug, Center for Drug, for Drug, Anschutz Medical Locations: CNBC's, Denver, Boulder, Diego, Boulder , Colorado, San Diego, San Francisco, Seattle, Boston, Cambridge, Massachusetts, Aurora, Rocky, Colorado, Boulder ., Denver's

☆ I shopped at Crate & Barrel for the first time and saw how the brand's quiet luxury is boosting sales
▼ + stars: | 2024-03-05 | by ( Talia Lakritz | ) www.businessinsider.com time to read: +1 min

I shopped at Crate & Barrel for the first time at the brand's new Flatiron location. With elevated basics in neutral colors, the store is nailing quiet luxury. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . AdvertisementWith a 23% increase in sales during the company's last fiscal year, Forbes reported, Crate & Barrel's housewares are in high demand. This story is available exclusively to Business Insider subscribers.

Persons: —, Forbes Organizations: Service, Business

☆ Chishuru: Nigerian chef Adejoké Bakare makes history with Michelin star for her London restaurant
▼ + stars: | 2024-02-09 | by ( Callum Sutherland | ) edition.cnn.com time to read: +4 min

London CNN —Growing up in Nigeria as the oldest sibling, Adejoké “Joké” Bakare was usually the one cooking for the family. Now, her restaurant Chishuru has been awarded a Michelin star, making Bakare the first Black female chef in the UK to earn the accolade. In the West African language of Hausa, Chishuru means “the silence that descends on the table when the food arrives,” according to Bakare. She explained that she’s never looked to create an “authentic” restaurant for West African cuisine, but instead fuse different styles together and create new recipes. They just didn’t have the vision to see a West African restaurant in their premises.”Chishuru found its new home on Great Titchfield Street in the heart of London, and nearby West African restaurant Akoko was also awarded a Michelin star on February 5.

Persons: Bakare, ”, “, Harriet Langford, ” Bakare, she’s, Harriet Langford “, Chishuru, Jay Rayner, ” Chishuru, “ There’s Organizations: London CNN, CNN, Observer, Michelin Locations: Nigeria, Brixton, South London, London, West Africa, African, West African, West, Chishuru

☆ Liquor lockers are revolutionizing how the elite have a nightcap
▼ + stars: | 2024-01-19 | by ( Priya Raj | ) www.businessinsider.com time to read: +5 min

Read previewLiquor lockers, also known as bottle keeps, are popping up in bars and members' clubs across the globe. They allow patrons to buy a bottle of alcohol and store it at the establishment to be consumed at a later date. AdvertisementLiquor lockers provide a home away from homeThe Whiskey Locker at The Other House resident's club in South Kensington, London. "We've had members buy some exclusive bottles, come in and do exactly that — show off," he added. Though the venue has 120 spaces for bottles, Gow told BI they have been extremely popular and they're quickly running out of space.

Persons: —, Priya Raj, James Semenowycz, Liam Simmons, Tom Dixon keyring, Simmons, Kyle Gow, they've, Gow, We've, It's Organizations: Service, Business, Soho House, Co Inc, Pan, BI Locations: South Kensington, London, Pan Pacific London, Edinburgh, Scotland, San Francisco, New York

☆ Florida Man Chases Poachers
▼ + stars: | 2023-11-11 | by ( Lydia Millet | ) www.nytimes.com time to read: +2 min

Though Babauta was a law-enforcement officer, Renner recounts, he often felt a kinship with the poachers he was tasked to bring in. Or the developers and politicians who cater so eagerly and profitably to that voracious demand. Rather, they crawl toward us out of the dark ooze, slowly opening long jaws lined with sharp teeth. They lurk in the murk like primordial fear and sometimes find themselves on the wrong side of a golf course fence. GATOR COUNTRY: Deception, Danger, and Alligators in the Everglades | By Rebecca Renner | Flatiron | 277 pp.

Persons: Renner, Jeff Babauta, finessing, Babauta, Karen Russell, Lauren Groff, Rebecca Renner Organizations: Flatiron Locations: Florida, South Florida

☆ Joe Biden wants more people to start living in empty offices
▼ + stars: | 2023-10-28 | by ( Polly Thompson | ) www.businessinsider.com time to read: +3 min

Office vacancies are at a 30-year high as WFH continues after the pandemic. But the White House initiative will make more than $35 billion available from existing federal programs in the form of grants and low-interest loans to encourage developers to convert offices into residential. Office vacancies stand at a 30-year high of 18.2%, according to research by CBRE. AdvertisementAdvertisementThe White House hopes the initiative will alleviate both these problems, creating more housing and revitalizing the commercial real estate sector. Conversions are faster than new construction, 20% cheaper, and produce fewer greenhouse gas emissions, the White House added.

Persons: —, Joe Biden's, Biden, Silverstein, Lael Brainard Organizations: Biden Administration, Service, Resources, Department, Transportation, CBRE, National Association of Realtors, It's, National Economic Council, ABC News Locations: Manhattan, New York, San Francisco, It's

☆ NYC's famous Flatiron Building will be converted into luxury residences after sitting empty for years
▼ + stars: | 2023-10-28 | by ( Eliza Relman | ) www.businessinsider.com time to read: +5 min

The iconic Flatiron Building will be converted from empty offices into luxury residences. The iconic Flatiron Building will be converted from empty offices into luxury residences, the owners announced this week. The Brodsky Organization, a residential real estate developer, bought a stake in the Flatiron building this month and will lead the conversion process, which will include moving the staircases and elevators. The Flatiron Building's redevelopment will be one of New York's most high-profile commercial-to-residential building conversion projects, something that's become a central part of the city's efforts to build more housing. The area — between 23rd and 40th streets and Fifth and Eighth Avenues — is just north of the Flatiron building.

Persons: —, It's, Jeff Gural, Brodsky, Louise Penny, Mark Levine, that's, Eric Adams, Dan Garodnick, Biden Organizations: Service, Macmillan Publishers, Broadway, New York Times, Brodsky Organization, New, New York State, Eighth, New York City's Department of City Planning Locations: Manhattan, New York, hasn't

☆ The Flatiron Building Will Be Converted Into Condos
▼ + stars: | 2023-10-26 | by ( Matthew Haag | More About Matthew Haag | ) www.nytimes.com time to read: +1 min

Mayor Eric Adams has made the conversion of struggling office buildings into residences a major component of his attempt to address New York City’s housing shortage. Mr. Amro said that despite the Flatiron’s quirky interior, its numerous windows would make a conversion into residences far easier than most office buildings. But the construction would require some major internal changes: Stairs and elevators must be moved around and consolidated. The owners have considered various plans, some with multiple units on each floor, with about 40 total residences. The ground floor, however, will remain retail space; T-Mobile has a store there with a long-term lease.

Persons: Eric Adams, Jonathan J, Miller, Miller Samuel Real, ” Organizations: Department of City, Amro, Mobile Locations: York

☆ When the Skyscraper You Hate Blocks the Skyscraper You Love
▼ + stars: | 2023-10-25 | by ( Michael Kimmelman | More About Michael Kimmelman | ) www.nytimes.com time to read: +1 min

When I reached the plaza I turned to admire the Flatiron, as usual. But the view north had changed. The Empire State Building is gone, or almost. From much of the plaza, yet another anorexic supertall for squillionaires, rising at 29th Street, now blots it out. Ever since Henry Hudson sailed through the Narrows, change has been New York’s mantra and bugaboo.

Persons: Henry Hudson Organizations: downer, State, Empire State Locations: Madison, York

A few compounds picked by AI are now in development, but those bets will take years to play out. Reuters interviews with more than a dozen pharmaceutical company executives, drug regulators, public health experts and AI firms show, however, that the technology is playing a sizeable and growing role in human drug trials. The U.S. Food and Drug Administration (FDA) said it had received about 300 applications that incorporate AI or machine learning in drug development from 2016 through 2022. Without AI, Bayer said it would have spent millions more, and taken up to nine months longer to recruit volunteers. Finding real-world patients by mining electronic patient data can be done manually, but using AI speeds up the process dramatically.

Persons: Dado Ruvic, Jeffrey Morgan, Amgen, Badhri Srinivasan, Sameer Pujari, drugmaker Bayer, Bayer, Blythe Adamson, Roche, Richard Pazdur, Gen Li, John Concato, Natalie Grover, Martin Coulter, Julie Steenhuysen, Josephine Mason, David Clarke Organizations: Pharmaceutical Research, REUTERS, Pharmaceutical, Bayer, Novartis, Deloitte, U.S . Food, Drug Administration, Reuters, World Health, Flatiron Health, FDA, European Medicines Agency, FDA's Oncology, Excellence, Medical, FDA's Center, Drug, Research, Thomson Locations: U.S, Johannesburg, Texas, Finland, United States, London, Chicago

☆ How 'consent farms' turn one click on a website into an open invitation for spammers to blow up your phone with robocalls
▼ + stars: | 2023-08-29 | by ( Jack Newsham | ) www.businessinsider.com time to read: +9 min

Spam phone calls have been annoying Americans for decades. Most people are on the Do Not Call list, but "consent farms" claim they sell a way around it. Farming consent from unwitting consumersKelly Pinn gets a lot of spam phone calls. Consent farms run rampantThe FTC and other regulators call websites like HealthInstantly.org "consent farms." On one side are affiliate marketers, who get paid to steer traffic to the farms' websites.

Persons: —, you've, Kelly Pinn, she's, Pinn, Ethan Preston, Chad Smanjak, ActiveProspect, Preston, He's, Smanjak, winky, Rob Seaver, Josh Gillon, Giulia Porter Organizations: Service, Federal Communications Commission, Federal Trade Commission, telemarketers, ActiveProspect Inc, LinkedIn, FTC, Smanjak, FCC, Urth, PACE Association, Viceroy Media Solutions, Flatiron Media, C4R Media Locations: Wall, Silicon, Austin, Orange County, Washington, Panama

☆ Broadway union reaches tentative deal with management, averting strike
▼ + stars: | 2023-07-20 | by ( Daniel Arkin | Diana Dasrath | ) www.cnbc.com time to read: +2 min

The union representing some 1,500 Broadway workers reached a tentative deal Thursday with theater industry management, averting a strike that would have closed the curtains on theatrical productions in New York as well as touring shows across the country. The deal was announced jointly by the union, the International Alliance of Theatrical Stage Employees (IATSE) and two organizations representing management: the Broadway League, the industry's trade group, and Disney Theatrical, a division of the media conglomerate. IATSE had been conducting a strike vote when negotiators agreed to a tentative deal. The agreement still needs to be formally ratified by IATSE members, a body that includes stagehands and other backstage employees. "The respective parties will inform their members of the details of this agreement in the coming days," the union and management groups said in a joint statement.

Persons: IATSE, Hamilton, Sweeney Todd, King, Matthew D, Loeb, America's Organizations: Behind Entertainment, NYC, International Alliance, Broadway League, Disney, IATSE, Broadway, North, Walt Disney Studios, Writers Guild of America, SAG Locations: Flatiron, Manhattan , New York City, New York, New York City, North America

☆ The value of office buildings is sinking – but turning 'zombie' offices into apartments is harder than you think. Here's why.
▼ + stars: | 2023-07-14 | by ( Jordan Hart | ) www.businessinsider.com time to read: +4 min

About $800 billion may be wiped off the value of offices in major cities this decade, per McKinsey. Converting New York offices into residences is possible but has its challenges, Bloomberg reported. Buildings in the financial district are only eligible if they were built before 1977, while it's 1961 for Midtown structures, Chilelli told Bloomberg. Structural issues must also be considered, Chilelli told Bloomberg. Repurposing a structure can as much as double the price per square foot for a building, Chilelli said.

Persons: Joey Chilelli, Chilelli, Eric Adams —, Maria Torres, Springer, Michael Cohen, Jeff Bezos, Mukesh Ambani, Mukesh Ambani's, Danish Siddiqui, Lilla Smith, Macklowe Organizations: McKinsey, Bloomberg, Service, Vanbarton Group, Williams, Flatiron, Danish, Irving Trust Company, Sixth Locations: New York, Wall, Silicon, Midtown, Manhattan, Mumbai, Lower Manhattan, York

☆ ‘Uncle Vanya’ Review: Confidences by Candlelight
▼ + stars: | 2023-07-06 | by ( Laura Collins-Hughes | ) www.nytimes.com time to read: +1 min

Leaning close in the flickering candlelight, Sonya and the man who makes her stomach flutter share a sneaky midnight snack. He is Astrov, her houseguest, and he is frankly a bit of a mess — drinks too much, is in fact drunk at the moment. He is also endearingly odd and smart and sweet, an eco-nerd physician who’s sending her some incredibly mixed signals. So is Sonya’s Uncle Vanya, whose play this is meant to be. Doomed to receive nothing better from Yelena, the professor’s wife, than a pathetic kiss on the forehead, Vanya doesn’t even have a woman to love him.

Persons: Sonya, We’re, ”, sotto, Laura, Uncle Vanya, Chekhov, Jack Serio, “, ” Sonya, Astrov, Will Brill, Maisel, Yelena, Bill Irwin, Vanya doesn’t Organizations: Marin Locations: Flatiron, Manhattan, Marin Ireland, Oklahoma

☆ A day in the life of Erin Lichy, the new 'Real Housewives of New York City' cast member whose day job is selling and flipping luxury real estate
▼ + stars: | 2023-07-04 | by ( Jordan Pandy | ) www.businessinsider.com time to read: +6 min

She is also a cast mate on the rebooted "Real Housewives of New York City," premiering July 16. Her two jobs play off each other: One day Lichy might sell a dated $5 million condo on the Upper West Side. While Lichy works with sellers to maximize their profit when listing a property, she's dabbled in flipping properties, too. Lichy earned her real-estate license at 19 years old and received a master's degree in sustainable development from New York University. Five of the new 'Real Housewives of New York City' cast members with Lichy at right.

Persons: Erin Lichy, Douglas Elliman's Eklund Gomes, —, Lichy, she's, hasn't, It's, Tesla, Abraham, Abraham Lichy, Levi, Layla, Elijah, Eklund Gomes, Homegirl, She's, it's, Le Cuona, We've, Erin Lichy She'll Organizations: Housewives, New, Service, Douglas Elliman's Eklund Gomes Team, New York University, New York City, NBC Locations: New York City, New, New York, Tribeca, Manhattan, Barry's, Flatiron, Tribeca ., romaine, Ubers, Brasserie

☆ Office landlords struggling for tenants are facing an even scarier predicament — zombie properties
▼ + stars: | 2023-07-03 | by ( Alex Nicoll | ) www.businessinsider.com time to read: +6 min

A zombie building is one that's too costly for a landlord to rent at prevailing rates. Office buildings purchased in the past five years could become zombies, a real-estate vet said. Like many New York office buildings, it's a dead man walking, similar to the hopelessly distressed shopping malls that have multiplied across the country over the past decade. One in four office buildings in Manhattan is valued at less than they last sold for, according to JLL. Bringing zombies back to lifeUnlike in the movies, zombie buildings don't remain undead forever.

Persons: Knotel, Michael Cohen, Cohen, —, haven't, RXR, Chetrit, HPS Organizations: New York, Macmillan Publishers, Manhattan, BNP, Real Estate, Green —, Blackstone, Chetrit, HPS Investment Partners Locations: New, New York City, New York, Manhattan, That's, HPS

☆ An Elite School, a Boy’s Suicide and a Question of Blame
▼ + stars: | 2023-07-02 | by ( John Leland | ) www.nytimes.com time to read: +2 min

Suspected suicide attempts among adolescents Ellis’s age were up 49 percent in 2021 compared with prepandemic levels, according to the Centers for Disease Control and Prevention. “Because it did not contextualize in any way what the issues were in my son’s suicide. And it says the school is being proactive to deal with this mental health crisis. Totally dishonest.”Jeffrey Gural, Ellis’s grandfather, also pressed the school’s board of trustees. The elder Mr. Gural is chairman of GFP Real Estate L.L.C.

Persons: Gural, Tompkins, “, ”, ” Jeffrey Gural, Ellis’s, Newmark Knight Frank, Ellis, ‘, ’ ”, Ann’s Organizations: Centers for Disease Control, Newmark Holdings

☆ Startup studio Fractal created 130 companies in 3 years. Founders say the deal structure has led VCs to 'blacklist' them.
▼ + stars: | 2023-06-29 | by ( Melia Russell | Stephanie Palazzolo | ) www.businessinsider.com time to read: +19 min

www.fractalsoftware.comOf the dozens of Fractal startups that have raised a seed round of funding, about half had Bienville Capital lead the deal, according to people familiar with the matter. Others say they knew what they were getting into with a venture studio, where a large ownership position is standard. Brendan Smialowski/AFP via Getty ImagesThe biggest draw for some Fractal founders was its plug-and-play approach. The founder of one Fractal startup remembered a time when his company was struggling to grow its customer base. That firm is raising a new $325 million fund to provide additional funding to Fractal companies exclusively, according to a person familiar with the effort.

Persons: Fractal's, he'd, they'd, Andreessen Horowitz, Mike Furlong, Nate Baker, Bienville, —, Brendan Smialowski, Founders, Angela Lee, Furlong, Baker, Ezra Shaw, who'd, who's, It's, Lee, She's, 8VC, Bain, Jeff Greenberg, Omri Bloch, who've, didn't, Stephanie Palazzolo, Melia Russell Organizations: Flatiron Health, Bienville, Insight Partners, Bienville Capital, Getty, Columbia Business School, Alpha, Midwest, Science, Olympic Club, Tiger Global, Craft Ventures, Founders, Vertical Venture Partners, Zag, Crew Capital, Bain Capital, Universal, Foundation, Fifth Locations: Bienville Capital, New York, Bienville, Indio, AFP, Santa Monica , California, Miami, San Francisco, GreenSpark, Columbia, Barti, Aktos, Bessemer, 8VC

☆ How payments giant Mastercard is revamping is work culture to lure developers — from free days to work on passion projects to $200,000 salaries
▼ + stars: | 2023-06-29 | by ( Paige Hagy | ) www.businessinsider.com time to read: +5 min

Mastercard is hiring tech talent across 7 global technology hubs. The payments firm wants software architects and talent in crypto and AI, among others. Mastercard wants to be a firm where technologists are excited to work. The qualifications and responsibilities listed on Mastercard tech job postings are intentionally vague so as to attract a diverse pool of talent with broad skill sets, Cummins said. They can also work remotely from anywhere for up to four weeks per year with the "Work from Elsewhere" benefit.

Persons: Oran Cummins, Cummins, It's Organizations: Mastercard, Mastercard Mastercard Mastercard, LinkedIn, York, Tech, New York, Flatiron District, Employees Locations: New York, Dublin, Sydney, Vancouver, Mastercard's, Flatiron

☆ Where is the best place in New York City for a finance office?
▼ + stars: | 2023-06-12 | by ( Dan Defrancesco | ) www.businessinsider.com time to read: +6 min

So if you have to come in, where's the best place to go? Note: Most of the companies listed below have multiple office locations beyond the one listed. An open letter to big banks going through an identity crisis. My open letter to big banks. Here's a list of nearly a dozen of the best chocolates you can buy, according to a professional chocolatier.

Persons: Dan DeFrancesco, we've, Spencer Platt, It's, Goldman Sachs, BNY Mellon, We'll, Morgan Stanley, Jefferies, You've, I'm, Gene Wilder, Willy Wonka, Stephanie Cohen, Banks, We've, Brace, it's, Jeffrey Cane, Hallam Bullock Organizations: Getty, Apple, Downtown . Companies, NYSE, BNY, Metro North, . Companies, Bank of America, Barclays, BNP, Midwest, Midtown East . Companies, Blackstone, Millennium, Grand Central, Yards, Hudson Yards, Plaid, Rho Technologies, Connecticut . Companies, Paramount, Maverick Capital, Tiger Global, D1, JPMorgan, LinkedIn Locations: Downtown, JPMorgan, MarketAxess, BlackRock, midtown, — Flatiron, NoHo, Connecticut, Bridgewater, AQR, London, Citadel, New York

☆ 9 New Books Coming in June
▼ + stars: | 2023-06-01 | by ( Joumana Khatib | ) www.nytimes.com time to read: 1 min

All the Sinners Bleed, by S.A. CosbyCosby follows his earlier thrillers “Razorblade Tears” and “Blacktop Wasteland” with a rural, hair-raising crime story. Titus Crown, a former F.B.I. agent, has returned to his Virginia hometown and become the rare Black sheriff in the area. A beloved white high school teacher is killed, bringing to light a much darker crime: The teacher was part of a group that tortured and killed Black children, and one of his conspirators is still at large. As Crown investigates, each twist is a reminder that, in Cosby’s telling, “no place was more confused by its past or more terrified of the future than the South.”Flatiron, June 6

Persons: Cosby Cosby, “, Titus Crown, Black, ” Flatiron Organizations: S.A Locations: Virginia, Cosby’s, ”

On multiple occasions, White House officials told the mayor’s staff that they hoped to continue talking about the issues privately and emphasized the need to move forward as a partnership. Mr. Biden introduced legislation that would overhaul the immigration system, increasing funding for border security and providing citizenship to 11 million undocumented immigrants. While New York City has long prided itself on being a haven for migrants, more than 67,000 have traveled there in the past year. The Adams administration even asked an owner of the mostly vacant Flatiron Building if there was room there. Homeland Security officials in the Biden administration also privately expressed concerns last year about how cities would handle the influx of migrants from Texas and Florida.

☆ When Books Go Viral
▼ + stars: | 2023-05-12 | by ( ) www.nytimes.com time to read: +2 min

Even if the bump turns out to be only an illusion, the collective joy will have been enough. Swiftie SleuthingThe Bigolas drama was not this week’s only strange collision between publishing and internet culture. Other pieces of pseudo-evidence: The book’s release date, July 9, is a lyric in the Swift song “Last Kiss,” and Swift referenced the date in a recent Instagram post announcing the re-release of her album “Fearless.” (The words “dear reader” in the Instagram post added fuel to the fire.) Bob Lingle, the owner of Good Neighbor Bookstore in Lakewood, N.Y., first heard about the Swiftie speculation in a Facebook group for independent booksellers. On Saturday morning, he posted to his bookstore’s TikTok account about the rumors and opened up pre-orders for the book, just in case.

☆ How ‘Going Viral’ Became a Thing
▼ + stars: | 2023-04-30 | by ( Virginia Heffernan | ) www.nytimes.com time to read: +1 min

Select a party anthem (“YMCA”), a quality in a dream partner (“ravenous”) and presto: your spiritual home. Too many people got Wyoming — more than actually lived in Wyoming — and this turn of events was so exciting that people stomped over to Facebook to protest. Then, according to Ben Smith in his engrossing and suspenseful book, “Traffic: Genius, Rivalry, and Delusion in the Billion-Dollar Race to Go Viral,” the team at BuzzFeed noticed something that changed media forev —Well, not forever. This is Ben Smith, after all. Co-founder of Semafor, former New York Times media columnist, onetime editor in chief of BuzzFeed News.

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