Derek Thompson, a senior editor at The Atlantic and author of "Hit Makers," talks with Recode's Peter Kafka about his new book, which explores the "Science of Popularity in the Age of Distraction." Thompson says contrary to conventional wisdom, content is not as important as how you distribute it, and things don't "go viral" the way an actual virus does — instead, they benefit the most from existing social networks and distribution channels that preceded them. He also says ESPN, which is struggling to make as much money from TV as it used to, needs to re-orient its strategy around the smartphone lock screen, rather than the television screen.