"Trends are about people, not things," writes Mary Hamilton
, who works for the Guardian and also is a zombie herder. (Apparently, there's money to be made
in the latter.) Mary's media vision: "Letting people pick what they care about and customise their own experiences on our sites, and making it very easy to get our news wherever they happen to be online. It’s ceding control to the users, trusting them to know what they want, and understanding that they do value journalism enough to consume it voraciously, so long as it turns up at the right time and in the right place."