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Ben Fischer of the New York Business Journal reported that interest in the first BuzzFeed article about the dress exhibited vertical growth instead of the typical bell curve of a viral phenomenon, leading BuzzFeed to assign two editorial teams to generate additional articles about the dress to drive ad revenue, and by 1 March, the original BuzzFeed article had received over 37 million views

Photo: Getty Images (L-R) Mark Consuelos and Kelly Ripa

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The races run twice a year (in the spring & fall), and the spring meet kicks off in just a few weeks