Recent successes (such as Quartz),prove that contemporary digital strategy must rely on two pillars :One is social amplification to create brand awareness,reach a critical mass of users, and spare most of the marketing expenditures usually required to build a news brand. the other pillar is editorial specificity ,buttressed by all the components of quality journalism: the angle of a coverage, the line-up of great intellectual resources,experience, knowledge,etc. more than ever,these ingredients are irreplaceable when striving to rise above the internet's deafening blackground noise.