Internet currency and ad-based platforms have changed and spawned new formulas for media. A successful heading used to be one that captures the core of the story. Now, successful headings are the ones that draw in the most clicks. A successful article would be one that makes someone to decide to subscribe, read more, or to mention your article in a blog post, with a hyperlink — the old currency of the web. Now, shares on social media have become a crucial indicator. Time on site is still important, but mostly because it increases the number of ad impressions and click throughs. These latter two have become so important, that many sites just produce simple list-based articles. Articles with seemingly randomly generated headings (eg. 8 Things Cats do Better than Kids — You Won’t Believe Number 7), which are subsequently filled out by an intern with a bloated job title and decent search skills on Giphy.