Here is a very dumb truth: for a decade, the default answer to nearly every problem in mass media communication involved Twitter. Breaking news? Twitter. Live sports commentary? Twitter. Politics? Twitter. A celebrity has behaved badly? Twitter. A celebrity has issued a Notes app apology for bad behavior? Twitter. For a good while, the most reliable way to find out what a loud noise in New York City was involved asking Twitter. Was there an earthquake in San Francisco? Twitter. Is some website down? Twitter.
A few years ago, advertisements for a software service named Monday.com seemed to be suddenly everywhere online. This ubiquity didn’t come cheap. An S.E.C. filing revealed that the product’s developers had spent close to a hundred and thirty million dollars on advertising in 2020 alone, which amounted to roughly eighty per cent of the company’s annual revenue.
Known as the murder capital of the world at the start of the 90s, by the late 2000’s Medellín, Colombia, had undergone a revival. As violence ebbed, it welcomed new investment and visitors from abroad. Backpackers roaming the streets became a common sight.
