Often, long magazine pieces are simply posted online in all their text-heavy glory, but in this case editors on the print side worked in tandem with the digital team for months in advance, holding joint meetings to discuss how the work would live online.

One other thought: Paul Ford is an extraordinary writer who has had a strong presence on the web since the birth of blogs. His network is larger than most, and I’m sure that extra push made a difference.

Source: Bloomberg’s ‘What Is Code’ Feature Was A Massive Hit — Here’s Why