joining me is jonah perety, the founder and c.e.o. of buzz feed. the web site provides a mix of entertainment, news reporting, and most notably content that is shareable. he is also one of the founders of the huffingtonpost. the "new york times" described him as a viral marketing hot dog. i am pleased to have jonah perety at this table. >> thanks for having me. >> rose: what did david carr mean? >> he meant i spend a lot of time thinking about why things spread, how ideas spread, and sometimes it applies to marketing, but more broadly, it applies to how ideas spread, why things are shared, why some things that seem awesome don't go anywhere, and other things that seem kind of silly spread everywhere. >> rose: that's exactly what he meant. what is it you know that none of the rest of us know? >> for 10 years i've been thinking about why things spread, and i still am pretty humble about answering the-- that question of why-- of why they spread. even if you're good at it, your batting average is going to be low. most things don't go viral. most things