We investigate attention.

Our mission

Public interest often moves faster than context. Search dashboards can reveal that attention has spiked, but not reliably explain the cause. We combine live public telemetry with evidence-led reporting to create a durable, citable record of the event behind each spike.

Our product is not a stream of rewritten headlines. It is an evidence graph connecting an event to claims, sources, confidence, editorial review, article versions and any later corrections.

What makes us different

• Signals appear quickly, but remain explicitly unverified and excluded from indexing.
• No explanatory story is published without approval by a named human editor.
• Sources are recorded with publication and access dates.
• The WITT Attention Index is shown with its methodology and never described as search volume.
• Corrections remain visible instead of silently disappearing into a rewrite.

Ownership and accountability

Why Is This Trending? is independently operated. Editorial questions can be sent to [email protected]. Commercial relationships do not determine which trends we cover or the conclusions of our reporting.

The desks

Why Is This Trending? is organised as three desks, each publicly answerable at its own address:

• Editorial Desk — accountable for every publication decision, risk review and correction. [email protected]
• Trends Desk — runs the attention monitor, the WITT Attention Index and signal coverage. [email protected]
• Evidence & Corrections Desk — maintains claim-to-source records, verifies primary sources and administers the public corrections log. [email protected]

The desks use AI-assisted research and drafting tools, disclosed in our AI policy. Publication decisions are made by the desks, never autonomously by the tools for sensitive coverage, and every explanation carries its evidence record.