Masters says the site’s radar scans, which can be set in motion to track the direction in which storms are moving, are a big draw.
In January, Quantcast rated the fifty-seventh-largest site on the web, with 17 million unique visitors in the previous month.
Yet today the site employs thirty-seven people and ranks second only to the Weather Channel’s in traffic. “I figured maybe we’d have ten people a decade into the future and would run out of things to put on the website,” admits the unassuming Masters, one of four U-M grads who run the company. When Jeff Masters helped launch the Weather Underground as a private company in 1995, he never dreamed it would become the second-biggest weather resource in the country. A U-M spin-off named after a radical sixties group is an unlikely capitalist success story.
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