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Over the last decade the life of traditional newspapers and news publishers has become increasingly challenging. It is more and more harder to attract and keep the reader's attention, and convincing them to spend some money on it. The leader of the investigative journalism center Re:Baltica, Inga Spriņģe, shares her experience of learning from viral videos. Inga Spriņģe is an award winning investigative journalist, broadcaster and one of the two founders of Re:Baltica, a non-profit investigative journalism centre. Inga has been the recipient of several awards from the Latvian Association of Journalists and was named as one of the “outstanding challengers from Central and Eastern Europe” in the NewEurope 100 Project supported by Google and the Financial Times. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx