Meet the New Media Moguls

The Wall Street Journal profiles the “users” behind sites such as Digg, Reddit, Del.icio.us, and StumbleUpon, who help decide what is popular online.

“The opinions of these key users have implications for advertisers shelling out money for Internet ads, trend watchers trying to understand what’s cool among young people, and companies whose products or services get plucked for notice. It’s even sparking a new form of payola, as marketers try to buy votes.”