“But I soon recognized that time-consuming reporting or rich critical essays were less valued by upper management than quick hits. I’ll never forget the day I was told, breathlessly, by the then-head of the entertainment channel that Toni Collette was trending. (Trending, I say, trending! Do you hear me? Toni Collette is trending!!! I believe it was her birthday.)
Swiftly, I put aside whatever it was I was doing to meet this task head-on. I dashed off something to the tune of “8 Toni Collette Performances You Need to See” and was sure to shout-out About a Boy and the Nightmare Alley remake that was somehow nominated for a Best Picture Oscar even though no one watched it. (It’s pretty enjoyable!) If I may be so bold, I wrote a damn good article about Toni Collette. But even working at supersonic speeds, by the time I finished, Toni Collette wasn’t trending anymore. Heck of a way to run a business”