Oh good, you clicked! Don't thank me. Thank the Obama campaign and its genius tinker-tailor-subject-line operation.
The Obama campaign raised $690 million online. The majority of it came from the fundraising emails that peppered inboxes for the last two years. They employed a team of 20 writers and a sophisticated analytics system to measure and improve their effectiveness. Now, they're starting to spill the secrets they learned during the campaign. And as revealed in a new report from Joshua Green*, there was a high-powered viral media outfit lurking in Chicago. The lessons from the campaign aren't just a recipe for making money, but for winning eyeballs in the brutal deathmatch to grab your attention on the Internet. What we can learn is how the Obama campaign fine-tuned its content for maximum Internet impact, i.e., how it channeled its inner BuzzFeed.
As a digital media person, I recognize a lot of these tricks, but their content doesn't really change ("Money, plz, kthx."). Hold that variable steady and it becomes a lot easier to test what online media works and what doesn't.
First, let's propose that your inbox is a publication. It's a weird publication to be sure, assembled from your mom's emails, your friend's quips, some chat boxes floating in the right hand corner, daily deals sites that you must have signed up for at some point, various digests, some news alerts, and that thing you've been meaning to deal with for months but haven't. So, this reverse chronological publication is always available for you, and you know there are some things you'd like to read within it, and many more that you'll flip by and/or delete.
The first step for the Obama campaign was to grab your attention long enough to get you to open the email. So, they got casual. "The subject lines that worked best were things you might see in your in-box from other people," Toby Fallsgraff, the campaign's email director, told Green. "'Hey' was probably the best one we had over the duration."
Tone, on the Internet, is everything. Unlike a magazine where you know what tone to expect (magaziney!), writing on the web is all jumbled up. I think people get really, really good at detecting if pieces of writing on the Internet -- be they emails, blog posts, tweets, or Facebook updates, Google ads, YouTube comment threads -- are meant for them or not. And the key signal is how you put the words together. The tone tells you who the implied author of the work is. And that's how you answer the eternal question, in a inbox of infinite sentences, would I like to read this person's?
Of course, like everything else in the Obama campaign, this process was a cyborg. Humans input the initial emails, but machines sorted the best from the worst. Here's how Green described the process:
The campaign would test multiple drafts and subject lines - - often as many as 18 variations -- before picking a winner to blast out to tens of millions of subscribers.
What I learned in my own reporting was that the worst-performing letters in that testing process only generated 15 or 20 percent as much money as the best performers. The analytics allowed them to only send emails they knew worked.
But perhaps the most interesting and crucial part of the Obama camp's email strategy was that it was not static. They didn't find that the "Hey" subject line worked and then stop there. Their analytics told them that every subject-line technique, every tonal quirk, had a limited shelf life. The well ran dry almost as soon as you'd divined its location in the psyche of the Democratic base.
Once more quoting Green:
But these triumphs were fleeting. There was no such thing as the perfect e-mail; every breakthrough had a shelf life. "Eventually the novelty wore off, and we had to go back and retest," Showalter said.
In my experience in the content game, nothing has proven more true. Any detailed social media primer I give you would be out of date by the time I could finish writing it. Any operational headline writing strategy would stop working if everyone used it. Everyone clamoring for your attention on the web is trying to strike that perfect mix of familiarity and novelty. And that means the content techniques that work are necessarily recursive. You change what people like by doing whatever you do. Which then requires that you do something else, which then changes their tastes again.
This is true for your core donors (or readers) as well as the farther flung people who might only get forwarded your fundraising email (or story) every once in a while. Sometimes, I start to think of the Internet as a gatheration of starlings, each reader/writer moving in response to her immediate content environment, and somehow the whole thing seems to move together, following a million different versions of the same core set of rules.
* I accidentally misattributed this piece to the equally excellent Joshua Davis. Corrected!
The foundation of Donald Trump’s presidency is the negation of Barack Obama’s legacy.
It is insufficient to statethe obvious of Donald Trump: that he is a white man who would not be president were it not for this fact. With one immediate exception, Trump’s predecessors made their way to high office through the passive power of whiteness—that bloody heirloom which cannot ensure mastery of all events but can conjure a tailwind for most of them. Land theft and human plunder cleared the grounds for Trump’s forefathers and barred others from it. Once upon the field, these men became soldiers, statesmen, and scholars; held court in Paris; presided at Princeton; advanced into the Wilderness and then into the White House. Their individual triumphs made this exclusive party seem above America’s founding sins, and it was forgotten that the former was in fact bound to the latter, that all their victories had transpired on cleared grounds. No such elegant detachment can be attributed to Donald Trump—a president who, more than any other, has made the awful inheritance explicit.
The Republican Party laid the groundwork for dysfunction long before Donald Trump was elected president.
President Trump’s approach to governance is unlike that of his recent predecessors, but it is also not without antecedents. The groundwork for some of this dysfunction was laid in the decades before Trump’s emergence as a political figure. Nowhere is that more true than in the disappearance of the norms of American politics.
Norms are defined as “a standard or pattern, especially of social behavior, that is typical or expected of a group.” They are how a person is supposed to behave in a given social setting. We don’t fully appreciate the power of norms until they are violated on a regular basis. And the breaching of norms often produces a cascading effect: As one person breaks with tradition and expectation, behavior previously considered inappropriate is normalized and taken up by others. Donald Trump is the Normless President, and his ascendancy threatens to inspire a new wave of norm-breaking.
The president also hinted at the UN General Assembly that the U.S. might quit the Iran nuclear agreement.
President Donald Trump dispensed with diplomacy at the United Nations, vowing in his maiden speech to the General Assembly that the United States “will have no choice but to totally destroy North Korea” if it is forced to defend itself or its allies.
The remarks, reminiscent of those of Soviet Premier Nikita Khrushchev’s vow in 1968 to “bury” the West, is likely to raise tensions with North Korea, whose nuclear-weapons and missile programs have raised the alarm in Asian capitals and Washington. North Korea, with its regular battery of missile tests, as well as a recent nuclear test, is believed to be close to—if it doesn’t already possess—the ability to strike the United States with an intercontinental ballistic missile armed with a nuclear warhead.
CNN and The New York Times on Monday shed new light on the federal investigation into the former Trump campaign chairman, but some aspects of the probe remain mysterious.
Special Counsel Robert Mueller’s investigation into Paul Manafort, the onetime Trump campaign chairman, appears to be moving far more aggressively than any other part of the sprawling Russia investigation.
On Monday night, The New York Timesreported new details about the July raid on Manafort’s Virginia home. Federal investigators broke into his house in the early morning hours, seizing documents and computer files about his extensive business dealings. The Times also reported that Mueller’s team told Manafort that he would soon be indicted, the first indication to date that the former FBI director will ultimately file criminal charges in his sweeping probe.
Soon thereafter, CNN reported that Manafort had been the target of a special warrant issued under the Foreign Intelligence Surveillance Act, or FISA, before and after the 2016 presidential election. The exact dates of his surveillance are unclear: CNN reported it began sometime after the FBI opened an investigation into his political consulting in 2014, ended in May of 2016, and then resumed sometime after the November election.
More comfortable online than out partying, post-Millennials are safer, physically, than adolescents have ever been. But they’re on the brink of a mental-health crisis.
One day last summer, around noon, I called Athena, a 13-year-old who lives in Houston, Texas. She answered her phone—she’s had an iPhone since she was 11—sounding as if she’d just woken up. We chatted about her favorite songs and TV shows, and I asked her what she likes to do with her friends. “We go to the mall,” she said. “Do your parents drop you off?,” I asked, recalling my own middle-school days, in the 1980s, when I’d enjoy a few parent-free hours shopping with my friends. “No—I go with my family,” she replied. “We’ll go with my mom and brothers and walk a little behind them. I just have to tell my mom where we’re going. I have to check in every hour or every 30 minutes.”
Those mall trips are infrequent—about once a month. More often, Athena and her friends spend time together on their phones, unchaperoned. Unlike the teens of my generation, who might have spent an evening tying up the family landline with gossip, they talk on Snapchat, the smartphone app that allows users to send pictures and videos that quickly disappear. They make sure to keep up their Snapstreaks, which show how many days in a row they have Snapchatted with each other. Sometimes they save screenshots of particularly ridiculous pictures of friends. “It’s good blackmail,” Athena said. (Because she’s a minor, I’m not using her real name.) She told me she’d spent most of the summer hanging out alone in her room with her phone. That’s just the way her generation is, she said. “We didn’t have a choice to know any life without iPads or iPhones. I think we like our phones more than we like actual people.”
The right’s old guard faces an existential threat in populism. But it isn’t yet clear that they understand the stakes or possess the confidence to fight back.
Donald Trump’s rise to power put National Review, The Weekly Standard, and the sorts of journalists who work there in a distressing bind. Neither the president nor the #MAGA loyalists who staff his White House adhere to conservative principles. Yet many donors, subscribers, and readers who sustain their publications prefer Trump’s blustering, bombastic project, massively shifting the center of gravity on the right.
Tribalist populism is ascendant––and conservative publications no longer thereby benefit, in part because newer magazines and web sites are more closely aligned with it.
During the 1950s, when the postwar governing establishment presumed a liberal consensus and the right was as internally divided as it is now, William F. Buckley built a competing coalition in part by winning converts on the right to conservatism, famously declaring himself to be standing athwart history yelling, “Stop!”
What was it like inside the brain of an ancient prophet?
James Kugel has been spent his entire scholarly career studying the Bible, but some very basic questions about it still obsess him. What was it about the minds of ancient Israelites that allowed them to hear and see God directly—or at least, to believe that they did? Were the biblical prophets literally hearing voices and seeing visions, understanding themselves to be transmitting God’s own exact words? If so, why did such direct encounters with God become rarer over time?
In his new and final book, The Great Shift, Kugel investigates these questions through the lens of neuroscientific findings. (The approach is reminiscent of other recent books, like Kabbalah: A Neurocognitive Approach to Mystical Experiences, co-written by a neurologist and a mysticism scholar.) First, Kugel uses biblical research to show that ancient people had a “sense of self” that was fundamentally different from the one modern Westerners have—and that this enabled them to experience and interpret prophecy differently than we do. Then he uses scientific research to show that we shouldn’t assume their view was wrong. If anything, our modern Western notion of the bounded, individual self is the anomaly; most human beings throughout history conceived of the self as a porous entity open to intrusions. In fact, much of the rest of the world today still does.
Old French Canadian genealogy records reveal how a harmful mutation can hide from natural selection in a mother's DNA.
The first King’s Daughters—or filles du roi—arrived in New France in 1663, and 800 more would follow over the next decade. Given their numbers, they were not were not literally the king’s daughters of course.
They were poor and usually of common birth, but their passage and dowry were indeed paid by King Louis XIV for the purpose of empire building: These women were to marry male colonists and have many children, thus strengthening France’s hold on North America.
And so they did. The filles du roi became the founding mothers of French Canadians, for whom these women are a source of historical pride. A grand old restaurant in Montreal was named after the filles du roi. So is a roller-derby team. French Canadians can usually trace their ancestry back to one or more of these women. “French Canadian genealogy is so well documented, it’s just a piece of cake to trace any line you have,” says Susan Colby, a retired archaeologist who comes from a French Canadian family and has done some of that tracing herself.
A new book by the economist Tim Harford on history’s greatest breakthroughs explains why barbed wire was a revolution, paper money was an accident, and HVACs were a productivity booster.
In the beginning, it wasn’t the heat, but the humidity. In 1902, the workers at Sackett & Wilhelms Lithographing & Printing Company in New York City were fed up with the muggy summer air, which kept morphing their paper and ruining their prints. To fix the problem, they needed a humidity-control system. The challenge fell to a young engineer named Willis Carrier. He devised a system to circulate air over coils that were cooled by compressed ammonia. The machine worked beautifully, alleviating the humidity and allowing New York’s lithographers to print without fear of sweaty pages and runny ink.
But Carrier had a bigger idea. He recognized that a weather-making device to control humidity had even more potential to control heat. He went on to mass-manufacture the first modern air-conditioning unit at the Carrier Corporation (yes, that Carrier Corporation), which is still one of the largest HVAC manufacturers in the world. Air-conditioning went on to change far more than modern printing—it shaped global productivity, migration, and even politics.