Traffic: Genius, Rivalry, and Delusion in the Billion-Dollar Race to Go Viral

“Engrossing and suspenseful." —The New York Times

“Expertly pulls readers in.” —The Guardian
 
“Smith sharply chronicles the revolutionary moment.” — Financial Times

The origin story of the post-truth age: the candid inside tale of two online media rivals, Nick Denton of Gawker Media and Jonah Peretti of HuffPost and BuzzFeed, whose delirious pursuit of attention at scale helped release the dark forces that would overtake the internet and American society

If attention is the new oil, Traffic is the story of the time between the first gusher and the perceptible impact of climate change. The curtain opens in Soho in the early 2000s, after the first dot-com crash but before Google, Apple, and Facebook exploded, when it seemed that New York City, rather than Silicon Valley, might become tech’s center of gravity. There, Nick Denton’s merry band of nihilists at his growing Gawker empire and Jonah Peretti’s sunnier team at HuffPost and BuzzFeed were building the foundations of viral internet media. Ben Smith, who would go on to earn a controversial reputation as BuzzFeed News’s editor in chief, was there to see it, and he chronicles it all with marvelous lucidity underscored by dark wit.
 
Traffic explores one of the great ironies of our time: The internet, which was going to help the left remake the world in its image, has become the motive force of right populism. People like Steve Bannon and Andrew Breitbart initially seemed like minor characters in the narrative in which Nick and Jonah were the stars. But today, anyone might wonder if the op­posite wasn’t the case. To understand how we got here, Traffic is essential and enthralling reading.

Ben Smith is the editor in chief of Semafor, a new global news company. He is the former media columnist for The New York Times and founding editor in chief of BuzzFeed News. Before that, he was among the first reporters to adapt the tools of the internet to political journalism for the Observer (New York), the New York Daily News, and Politico. He lives in Brooklyn with his wife and three children.