Some quick ideas about what gets read from Atlantic writer Derek Thompson: How do you choose what to write about? I read Twitter until I find something that raises a question. I wait until I become curious about something. That’s a luxury I have, though. I think that sometimes people are more distrustful of brands than they are of journalists, because brands come with an explicit message – “buy my thing” – and journalists don’t. I think it’s a little weird when a brand tries to harp too much on what people are talking about. What does a soda company have to say about Ferguson? That seems cheap.

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