Discovering Killer Content

1996 – 1997: Discovering “Killer Content” – Its Affect on Web Traffic

The next stage of Roth’s web development and photo editing career came as a freelance Intranet Design Project Manager at Northrop Grumman Aerospace. You see, Northrop’s engineers were frustrated by a need to serve internal information to their 40,000+ employees worldwide and make it compelling enough for them to actually use it!

Being engineers, the programmers at Northrop were focused on how fast they could make their Intranet load. Remember, this was back in the day before broadband communications. So the design of choice for these engineers was default everything, which meant black text on gray backgrounds, and no visual embellishments (like photos) because that would slow things down.

Roth stepped in, assessed the project, and immediately said, “It’s boring!” As the creator of the very first war planes, Northrop Grumman’s offices are decorated throughout with photos on the walls of aviation and aerospace wonders that Roth referred to as literally, “Killer Content!” Adding images and colors to the Northrop Intranet led to an immediate and immense uptick in usage.

Return to the Roth Stock History page.

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