It was 15:37 (GMT) on a Thursday afternoon when we officially ran out of ideas. The request from the editors had been bouncing around for a couple of weeks: We need to write about the clocks going back. We’d groaned and tried to ignore it, but it kept resurfacing. Like time itself, the need was eternal.
If you’re not in the digital publishing business you might not know this, but people absolutely love reading articles about the clocks changing. They are routinely among the biggest performing stories on the site, and perhaps the purest distillation of how web traffic works in 2023: Find something that people are Googling and write
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