LB: The “Death in Singapore” story was massively read. “Amazon Unpacked,” this amazing piece written by Sarah O’Connor, about what it’s like to work in an Amazon [warehouse]. That was hugely read. So you need to have that. But if you have just long form throughout the newspaper, people are just going to go to sleep or say it’s too daunting. Lastly: thoughtful comment offering a global perspective with brand names from Larry Summers to Martin Wolf, drilling into areas in which we have specialist expertise, like macroeconomics and the implications of the global financial crisis, people will come to us and come to the newspaper because of that.