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...story in the St. Petersburg Times. That's Peretti's doing. In his hands, the site is particularly adept at what's known as search-engine optimization - making Google love you. How it's done is complicated and mostly secret, but one illuminating example came after the death of actor Heath Ledger. HuffPo fashioned its story so that anyone Googling a variation on the words "Keith Ledger" would see the HuffPo story at the top of the search results, thus snagging people who didn't know the actor's unusual name. The higher up a story appears in Google search...

Author: /time Magazine | Title: Arianna Huffington: The Web's New Oracle | 3/19/2009 | See Source »

...film set beneath an underpass in downtown Cape Town, Ian McKellen, 69, is musing about fame and death, and what the papers will say when he goes. " 'GANDALF DIES,' I expect," he says. The thought tickles him. Not the dying part. The part about being a classical actor and having billions of fans, most of whom are 12. "When you spend as long as I have doing beautiful work which is only seen by a few thousand people, to be involved in popular entertainment without lessening one's standards ... that's fairly appealing," he says. "You become part...

Author: /time Magazine | Title: Ian McKellen: The Player | 3/19/2009 | See Source »

McKellen has been thought of as one of the world's great actors for more than half his life. But in the last decade, he has also transformed himself from a strict stage thespian - highly rated, seen by very few - into a big screen star. This year, he can be seen on the stage around Britain as Estragon in Waiting for Godot, and on television in the U.S. and Britain opposite Jim Caviezel as the villainous No. 2 in a remake (partly shot in South Africa) of the 1960s British cult series, The Prisoner. He combines high art and mass...

Author: /time Magazine | Title: Ian McKellen: The Player | 3/19/2009 | See Source »

...Plain black costumes, all very simple in a very small, dark place. We all stood round an orange box." The play was, as Dench says, "a breakthrough." The minimalist production, directed by Trevor Nunn, spawned a thousand imitations. Of McKellen, Shakespearean scholar Bernice W. Kliman gushed: "No other actor has so well depicted the existential nausea of a man who has chosen evil...

Author: /time Magazine | Title: Ian McKellen: The Player | 3/19/2009 | See Source »

Fame, fortune and Hollywood should have followed. But little changed for McKellen. "I am an RSC sort of actor," he says of his decision to stay in Stratford. "There is nothing more sinister or enlightening than that." Besides, the RSC was in its golden age. The concentration of talent intensified with the arrival at Stratford of a new generation of actors including Kenneth Branagh, Jeremy Irons, Charles Dance and Sean Bean. By then, the veterans had developed an informal set of rules for themselves: Take the craft seriously (Dench: "deadly"). Don't take yourself seriously (Stewart: "That's death...

Author: /time Magazine | Title: Ian McKellen: The Player | 3/19/2009 | See Source »

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