Fortune had help on the story from a young upstart, Flyp Media, which hopes to make such projects its stock and trade. Another example: In April,
Fortune published an investigation on Bernard Madoff's Ponzi scheme in a standard online format. Adjacent was Flyp's version of the story, which opened on a large portrait of Madoff's face,
winking at the audience as headlines gradually materialized alongside. The second page featured a video introduction, similar to a TV news segment. The Flyp version ended with a quiz resembling a
video game on the history of financial hucksters.
Fortune editors are pleased enough with the work to let Flyp choose what it wants to work on from a list of upcoming stories. "If you're wondering what the future of Fortune.com looks like, it may be something like this," says executive editor Steve Koepp.