Fortune favors the books: Our editors’ favorite non-fiction of 2023 pulls back the curtain on a year of major transition

So much (digital) ink has been spilled about 2023 marking the end of a certain era of the internet:  Elon Musk’s Twitter misadventure, Sam Altman’s creative destruction of the commons via artificial intelligence, Google’s dominant position in search assailed by multiple antitrust challenges, not to mention the AI forces mentioned above—as Max Read noted in a recent New York Times column, the millennials who formed the shape of the early internet are aging out of their dominance over the zeitgeist. In many ways (in my opinion, not Max’s), new technology is splintering the web back to its wild mid-1990s roots. Still, though it may be a poor era for the web, you can’t convince me it’s not a golden age of reading.

The iPhone, at nearly two decades old, may not be the hottest tech anymore, but has any invention since the printing press done more to encourage literacy? Words jump from our palms into our brains at unparalleled immediacy and frequency thanks to the device that also gave birth to the digital media industry that has employed me for going on four years now. I joined Fortune to build a new digital news desk in early 2022, having learned how the iPhone-adjacent model works at Business Insider (which makes a cameo in one of my books of the year), and the centrality of phone-based reading has allowed Fortune to grow by leaps and bounds, even if we are something of a 93-year-old startup. The algorithm appears to be changing now, but one thing is certain: Words are immediate in the 21st century in such a way that we take them almost for granted. We swim in a sea of words daily (a minor but increasing portion of those words being Fortune.com stories), and the humble book will never go out of style. It just might be a digital one.

That being said, I and other Fortune editors have picked our favorite, even the best books of the year, the non-fiction books that explain not only how the algorithm of life and business are changing, but who the humans are who created this algorithm world, this sea of words that we swim in every day. Here’s to a 2024 full of words, too.

Traffic: Genius, Rivalry, and Delusion in the Billion-Dollar Race to Go Viral by Ben Smith (Penguin)

“Ever get the feeling you’ve been cheated?” That was the Sex Pistols’ famous message to America as the Sex Pistols flamed out in punk rock’s first searing explosion onto the scene, but it might be Ben Smith’s reflection on the media industry’s punk rock moment: the explosion of digital traffic in the early 20th century. But instead of Johnny Rotten and Sid Vicious, Smith gives us the figures of Nick Denton and Jonah Peretti (his former boss), the men who figured out the currency of internet 2.0: going viral and getting big traffic. Of course, neither of their startups quite exist in the same way anymore. Blogging pioneer Gawker Media was sued into oblivion by former wrestler Hulk Hogan, famously and secretly backed by billionaire Peter Thiel, before being sold for parts, largely to private equity-backed GO Media, losing its entire character in the process. Buzzfeed News shuttered this year, while Buzzfeed the brand lives on in a bigger company with Huffington Post that trades for pennies on the dollar, billions off its valuation at its peak. Smith’s beautifully reported and written book explicitly conjures a Shakepearean analogy to the Hamlet characters, Rosencrantz and Guildenstern, except he brings them up in the Stoppardian sense. That would be Tom Stoppard, the great British playwright who burst onto the scene in 1966 with “Rosencrantz and Guildenstern are dead,” about how Hamlet’s college friends and would-be assassins believed they were the main characters only to find out they had just a cameo in the greatest play of all time. But I can’t look beyond how punk rock changed music forever, even though it died after just a few years. All revolutions do. —Nick Lichtenberg, executive editor, news