The Wizards of Buzz - WSJ.com

A new generation of hidden influencers is taking root online, fueled by a growing love affair among Web sites with letting users vote on their favorite submissions. These sites are the next wave in the social-networking craze -- popularized by MySpace and Facebook. Digg is one of the most prominent of these sites, which are variously labeled social bookmarking or social news. Others include Reddit.com (recently purchased by Condé Nast), Del.icio.us (bought by Yahoo), Newsvine.com and StumbleUpon.com. Netscape relaunched last June with a similar format.

The opinions of these key users have implications for advertisers shelling out money for Internet ads, trend watchers trying to understand what's cool among young people, and companies whose products or services get plucked for notice. It's even sparking a new form of payola, as marketers try to buy votes.

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The Wizards of Buzz A new kind of Web site is turning ordinary people into hidden influencers, shaping what we read, watch and buy. By JAMIN WARREN and JOHN JURGENSEN February 10, 2007; Page P1 This winter, many parents across the country are sitting on the floor with slabs of cardboard, box cutters and special rivets, and building pirate ships for their kids. How did this happen? Thank 45-year-old Cliff Worthington. An English teacher in Osaka, Japan, he mentioned the box projects on a popular Web site called Digg.com. Soon, supplies of the rivets needed to make them sold out at MrMcGroovys.com. [Cover Art] "It would have taken me a year to sell that many rivets," says Andy McGrew, owner of Mr. McGroovy's, which offers free blueprints for the homemade pirate ships and other projects. The next time you visit a buzzy Web site, see a funny video clip online or read an unusual take on the news, chances are you owe it to someone like Mr. Worthington. A new generation of hidden influencers is taking root online, fueled by a growing love affair among Web sites with letting users vote on their favorite submissions. These sites are the next wave in the social-networking craze -- popularized by MySpace and Facebook. Digg is one of the most prominent of these sites, which are variously labeled social bookmarking or social news. Others include Reddit.com (recently purchased by Condé Nast), Del.icio.us (bought by Yahoo), Newsvine.com and StumbleUpon.com. Netscape relaunched last June with a similar format. The opinions of these key users have implications for advertisers shelling out money for Internet ads, trend watchers trying to understand what's cool among young people, and companies whose products or services get plucked for notice. It's even sparking a new form of payola, as marketers try to buy votes. WSJ.COM PODCAST [Go to podcast] John Jurgensen talks about the growing influence of social bookmarking sites -- and who's behind the scenes. Hear

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The next time you visit a buzzy Web site, see a funny video clip online or read an unusual take on the news, chances are you owe it to someone like Mr. Worthington. A new generation of hidden influencers is taking root online, fueled by a growing love affair among Web sites with letting users vote on their favorite submissions. These sites are the next wave in the social-networking craze -- popularized by MySpace and Facebook. Digg is one of the most prominent of these sites, which are variously labeled social bookmarking or social news. Others include Reddit.com (recently purchased by Condé Nast), Del.icio.us (bought by Yahoo), Newsvine.com and StumbleUpon.com. Netscape relaunched last June with a similar format.

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Though it can take hundreds or thousands of votes to make it onto the hot list at these sites, the Journal's analysis found that a substantial number of submissions originated with a handful of users. At Digg, which has 900,000 registered users, 30 people were responsible for submitting one-third of postings on the home page. At Netscape.com, a single user named "STONERS" -- in real life, computer programmer Ed Southwood of Dayton, Ohio -- was behind fully 217 stories over the two-week period, or 13% of all stories that reached the most popular list. (Netscape, which gained fame with its namesake browser, is now owned by Time Warner's AOL unit and operates a news site.)

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The Wizards of Buzz A new kind of Web site is turning ordinary people into hidden influencers, shaping what we read, watch and buy. By JAMIN WARREN and JOHN JURGENSEN February 10, 2007; Page P1 This winter, many parents across the country are sitting on the floor with slabs of cardboard, box cutters and special rivets, and building pirate ships for their kids. How did this happen? Thank 45-year-old Cliff Worthington. An English teacher in Osaka, Japan, he mentioned the box projects on a popular Web site called Digg.com. Soon, supplies of the rivets needed to make them sold out at MrMcGroovys.com. [Cover Art] "It would have taken me a year to sell that many rivets," says Andy McGrew, owner of Mr. McGroovy's, which offers free blueprints for the homemade pirate ships and other projects. The next time you visit a buzzy Web site, see a funny video clip online or read an unusual take on the news, chances are you owe it to someone like Mr. Worthington. A new generation of hidden influencers is taking root online, fueled by a growing love affair among Web sites with letting users vote on their favorite submissions. These sites are the next wave in the social-networking craze -- popularized by MySpace and Facebook. Digg is one of the most prominent of these sites, which are variously labeled social bookmarking or social news. Others include Reddit.com (recently purchased by Condé Nast), Del.icio.us (bought by Yahoo), Newsvine.com and StumbleUpon.com. Netscape relaunched last June with a similar format. The opinions of these key users have implications for advertisers shelling out money for Internet ads, trend watchers trying to understand what's cool among young people, and companies whose products or services get plucked for notice. It's even sparking a new form of payola, as marketers try to buy votes. WSJ.COM PODCAST [Go to podcast] John Jurgensen talks about the growing influence of social bookmarking sites -- and who's behind the scenes. Hear t

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The Wizards of Buzz A new kind of Web site is turning ordinary people into hidden influencers, shaping what we read, watch and buy. By JAMIN WARREN and JOHN JURGENSEN February 10, 2007; Page P1 This winter, many parents across the country are sitting on the floor with slabs of cardboard, box cutters and special rivets, and building pirate ships for their kids. How did this happen? Thank 45-year-old Cliff Worthington. An English teacher in Osaka, Japan, he mentioned the box projects on a popular Web site called Digg.com. Soon, supplies of the rivets needed to make them sold out at MrMcGroovys.com. [Cover Art] "It would have taken me a year to sell that many rivets," says Andy McGrew, owner of Mr. McGroovy's, which offers free blueprints for the homemade pirate ships and other projects. The next time you visit a buzzy Web site, see a funny video clip online or read an unusual take on the news, chances are you owe it to someone like Mr. Worthington. A new generation of hidden influencers is taking root online, fueled by a growing love affair among Web sites with letting users vote on their favorite submissions. These sites are the next wave in the social-networking craze -- popularized by MySpace and Facebook. Digg is one of the most prominent of these sites, which are variously labeled social bookmarking or social news. Others include Reddit.com (recently purchased by Condé Nast), Del.icio.us (bought by Yahoo), Newsvine.com and StumbleUpon.com. Netscape relaunched last June with a similar format.

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