News in the Swamp?

"If you say something provocatively, in a new way, or with an unexpected spin, you will succeed online. If you play it safe, you will not." -- Michael Scherer, The Internet Effect on News

I think this is true online, but I think it's just as true in print and not only in the news business. I think it's true of all forms of communication, but it doesn't necessarily have to be considered pejorative -- as it's implied in this article. The "unexpected" can bring huge value and have nothing to do with spin. Communication has to grab and hold attention. How could it be any other way?
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