By Gavin Kentch
This article was first published on April 1, 2026.
Popular English-language ski news website proxcskiing.com announced earlier this week that it was shifting to a new, clickbait-heavy social media strategy. The bold pivot marks the clearest signal yet that the news clearinghouse is seeking to facilitate greater clickthrough numbers and audience engagement statistics.
“Instead of writing something more traditionally helpful and informative, say, ‘Frida Karlsson wins Holmenkollen 50km,’” Director of Engagement Övid Lindskog explained recently, “our new paradigm means that we’ll really get greater play out of something a little more vague: ‘Swedish star wins iconic race in Norway,’ for example. Think ‘American star’ for Jessie Diggins, ‘young Norwegian’ for Lars Heggen, and so on.”
“It may take some time for our audience to grow used to this change,” Lindskog continued, “but we trust that they will come to appreciate clicking on seven different things just to learn that it was in fact Klæbo who won a classic sprint.”
At press time, Lindskog was three pages deep into a brainstorming session about how to obliquely connote “Johannes Høsflot Klæbo” without actually writing out any portion of the man’s name.
Love it.
4/1/26