The social news site's creator and CEO on how it became a hit, meeting Murdoch – and why cat posts grab so much traffic
"There was a [long] period where newspapers were the only way an advertiser could get its message to the public. They were essentially monopolies," he says. "Now brands can go direct to the public. If you look at the heritage of the best advertising you can make stuff that is great for both readers and advertisers. I don't think Don Draper would have loved banner ads."
In his keynote talk at MediaGuardian's Changing Media Summit in London last month, Peretti used a striking analogy with Judaism and Mormonism to demonstrate this point. There was one Mormon for every 10 Jews in 1950, according to Peretti, and now there are fewer Jews than believers in the religion whose best-known adherent is the Killers frontman Brandon Flowers. "Mormons know that it's not enough to practise your religion – you also have to spread your religion."
