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Squidoo was a user-generated Web site which allowed users to create multimedia pages without an understanding of HTML.[2] Godin called articles "lenses", because he saw them as "[focusing] light and [showing] us what we need to see." Writers were called "lensmasters". In Squidoo's early stages, Godin noted that Martha Stewart and Jane Goodall's lenses did not receive large amounts of traffic, whereas lenses on myspace and the online game Line Rider were among the site's most successful.[2] Godin announced in January 2006 that the company would start a profit-sharing system whereby lensmasters would receive affiliate income from ads they placed in their lenses.[3] Reception After its debut, Squidoo was profiled in CNN, The New York Times, MSNBC, and The Washington Post.[3][4][5] The site was given top prize in South by Southwest's community/wiki category in 2007.[6] Squidoo challenged established information Web sites like About.com and

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