The headline always comes first. “It’s Harder to Be Sad When the Weather Is Nice, But This Woman Is Still Trying” is one of Reductress co-founder Sarah Pappalardo’s recent favorites. So is “Is There a Doctor on This Plane? Asks Woman Who Wants to F—ck a Doctor.” Pappalardo solicits pitches for these headlines from her staff of six and freelancers and then the story unfolds from there. Choosing exactly the right language to make readers laugh is what’s made Reductress a social media phenomenon over the past 10 years.