Why are the Zuckerbergs here? What are they doing? Follow the lede to find out

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Why are the Zuckerbergs here? What are they doing? Follow the lede to find out

12 October 2026

Jeremy Stern introduces his fifteen-thousand word essay, published in Colossus, about Meta CEO, and Facebook co-founder Mark Zuckerberg, with a lede so succinct it must be the envy of any writer:

There they are. The Zuckerbergs.

Ledes, also called hooks, are a brief sentence that entices someone to read a newspaper or magazine article. The longer the piece, the more important the hook.

They were something I struggled with during my extremely short career a freelance newspaper writer. I was fortunate to be working with an editor who helped me out a little.

“Try again,” he’d say, patiently after I sent through idea after idea. The rest of what I’d written was fine, but it took awhile to get the first line right.

But Stern’s lede is a classic.

Even though I know who the Zuckerbergs are (or thought I did; take a look, you’ll see what I mean), I still wanted to read on to learn just where the Zuckerbergs were, and what they were doing there.

But Stern’s Zuckerberg write-up is replete with hooks. Of sorts. As it must, to sustain interest in a fifteen-thousand word long article. Particularly in 2026. But not hooks in the conventional sense.

They’re enticements to continue reading. Subtle — suspenseful even — builds up to the next part of the story. The constant piquing of a reader’s curiosity.

Ledes aren’t seen often in blog posts, though there are writers using them. The environment online is different, the blogosphere another realm. Titles are what matter. A blogger’s primary instinct is to appease the SEO gods. Their favour must be curried. Perhaps then the gods will bestow good fortune on the blogger through favourable placement on a search engine results page.

This is achieved by post titles, not ledes or hooks.

Readers of blog posts don’t necessarily need, or want, to be lured in. They’ve come to read what a blogger has to say. Either the subject matter interests them, and they read on, or it doesn’t, in which case the reader goes elsewhere.

The writer of an article published in a newspaper or magazine, doesn’t always have that luxury. So the lede it is. Build it baby, build it. And keep honing the craft, because sometimes you’re only as good as yesterday’s hook.

Everyone has a book in them, more so bloggers

4 September 2026

I’ve been reading Josh Ellis’ blog for a couple of years maybe, since finding a link there on Dense Discovery once. Ellis has been at it since 2004, so achievement unlocked. In his latest post, he ruminates about writing a book. Acquaintances of his have made the suggestion over the years.

I’ve had the same. “You blog; you should write a book,” people have said to me. And, in the recesses of my HD I have a WIP manuscript sitting there, waiting.

For what, I’m not wholly sure, possibly forty-eight hour days. I continue to rein in my impulse to write/publish though. For now. Like Ellis, I too fear anything I might get published may end up in a bookstore bargain bin. What a way to go.

But Ellis wasn’t just pondering the notion of writing a book; he has written a book, called Jaunty Hair. Congratulations Mr. Ellis, and achievement unlocked again.

Blogging for twenty-plus years however, is not his only claim to fame, Ellis has been writing a column for the North Dakota Burke County Tribune for over twenty-years.

Perhaps then I should shelve my ambitions, as a mere blogger, to write a book, given I lack the appropriate gravitas. Even if I did write a few articles for the Sydney Morning Herald, back in the day.

But here’s the thing. Ellis didn’t so much write a book, more so he realised he already had; in the form of twenty-plus years of blog posts and Burke County Tribune articles.

He complied a selection of his past works, and there was Jaunty Hair. It was a great idea. This is what I mean when I say everyone — well, specifically everyone who has a blog — has a book in them.

There’s a book publishing idea for bloggers, particularly those with a considerable volume of work behind them. The idea of curating previous of my blog posts — which I would refer to as a collection of essays — and publishing them in a book, is appealing. How about you?

But in a sense, publishing a book seems at odds with what I’ve been doing here, online, all this time.

Because there I was, back in the late 1990’s, embracing the web, and believing it would bring about the end of print. In my defence, I wasn’t the only one. Thankfully though, this paperless eventuality did not, or is yet to, come to pass.

Still, there is an allure to seeing one’s name on a book, on a bookshop shelf, even it is bound for the bargain bin. I may yet dust off the aforementioned manuscript, and feed it into a printing press.

When those forty-eight hour days arrive…

Edition four-hundred of Dense Discovery published this week

7 August 2026

The popular weekly email newsletter, written by Melbourne based Australia curator and publisher Kai Brach, has actually been published five-hundred-and-seventy-nine times, but earlier editions were written under another title. But who’s counting?

True to its tagline, “one email worth opening, every week”, Dense Discovery (DD) is something I’ve been reading for years. Er, this is via the web rather than email, but DD is certainly one website worth reading every week, for all things art, design, technology, and culture.

Here’s to the next four-hundred — or should that be five-hundred-and-seventy-nine? — editions.

fLaMEd fury speaks on Wonders of Web Weaving podcast

23 July 2026

I wrote about the Wonders of Web Weaving podcast on Monday, and I’m back. A couple of days ago, an interview with New Zealand/Aotearoa IndieWeb blogger fLaMEd, of fLaMEd fury, was posted.

FlaMEd has been online with a personal website around the same time as I have — the late 1990’s — so the show made for fascinating listening. Tune in if you get a chance.

Kristoffer Tjalve, Elliot Cost, discuss Internet Phone Book, on Wonders of Web Weaving podcast

20 July 2026

A new edition of the Internet Phone Book is in the works, and co-publishers Elliot Cost, and Kristoffer Tjalve (also a Tiny Awards organiser), recently spoke about the esteemed directory on the Wonders of Web Weaving podcast.

There are a ton of podcasts out there, but I take time out to tune in to Wonders of Web Weaving, hosted by James’ Coffee Blog, when a new show is posted.

Production is refreshingly straightforward and stripped back. Absent are ads, as is the seeming requisite chessy/generic intro/outro music, and conversation starts without delay. There’s a rawness seasoned podcast listeners may not care for, but to me this is part of the charm.

Sometimes glitches even make it into the final cut. On one occasion, someone’s connection dropped out part way through, which was simply acknowledged instead of being smoothed over in post-production. Re-wilding the web in true IndieWeb/SmallWeb fashion…

Spotify partners with Bookshop.org to sell paper books

21 April 2026

Spotify members in the United States and United Kingdom will soon be able to buy paper, or physical books, through the music streaming app, by way of a partnership with Bookshop.org, supporters of local and indie bookstores.

With just over seven-hundred-and-fifty million monthly active Spotify users, the partnership will surely be a shot in the arm for authors and book publishers.

It would of course be ideal if the joint venture (I hesitate to say deal, the word seems a little overused at present) more favoured indie and small publishing houses, but sales of any book, by any author, can only be a good thing.

Hopefully Spotify members worldwide will be able to buy paper books through the app eventually.

Buzzfeed facing bankruptcy after AI gamble unravels

19 March 2026

Victor Tangermann, writing for Futurism:

The company reported a net loss of $57.3 million in 2025 in an earnings report released on Thursday. In an official statement, the company glumly hinted at the possibility of going under sooner rather than later, writing that “there is substantial doubt about the Company’s ability to continue as a going concern.”

This is distressing news. I knew a couple of former Sydney based Buzzfeed writers, and even visited the office on one occasion. Numerous media outlets are working with AI agents, but few are allowing them to run the news desk. I’m hoping Buzzfeed is able to work their way through this difficulty.

Get listed in the 2026 Internet Phone Book

14 March 2026

The second edition of the Internet Phone Book is in the works, and publishers of personal websites are being invited to submit their URL.

I was stoked to be included in the inaugural edition, compiled last year by Kristoffer Tjalve and Elliott Cost, and you can still call me on 492.

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Substack reportedly asking Australian users to verify their age

2 February 2026

According to a Reddit thread, that was re-posted at Marginal Revolution, the online publishing platform is requesting users in Australia submit to an age verification process.

Substack, as of the time I type, is not on the list of websites, or services, that Australians under the age of sixteen cannot access, so I’m not sure why Substack would be doing this. If indeed they are.

On a visit to Substack, again, as of the time I write this, I was able to access, and move around the site without hindrance. I was not logged in, but was using an Australian ISP.

Evidently some people are having difficulty though. Possibly age verification only applies to people in Australia who are logging in to gain access. I might try doing this another time.

But Substack is a platform, and who knows, may one day be added to the banned list. This is precisely why online writers should be publishing from their own, independent website, and not a platform.

And this is before addressing the concerns many people have with Substack in the first place.

Microsoft to pay some publishers for content used by AI agents

27 September 2025

David Uzondu, writing for Neowin:

Microsoft is reportedly discussing with select US publishers a pilot program for its so-called Publisher Content Marketplace, a system that pays publishers for their content when it gets used by AI products, starting with its own Copilot assistant.

It’s a step in the right direction, but a lot hangs on the word select. The suggestion here is the majority of publishers, particularly smaller ones, including bloggers, will be excluded. Even if their content has been scrapped, and is being used in AI products.

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