Weather.com forecast calls for cat photos

The writers and editors at The Weather Channel aren't meteorologists, but they know a thing or two about what makes users click. 

A Bloomberg Businessweek reporter spent time observing in The Weather Channel's open-office newsroom. Story pitches cover sharks, whales, food allergies and drones, but there's little talk about the weather.

Weather.com Editor-in-chief Neil Kats calls the topics "weather adjacent," and readers keep clicking. In two years, the site's traffic has doubled, even as viewers drift away from the TV network in favor of streaming and prerecorded shows, according to Bloomberg Businessweek.

Each day, the company says about 7 million people visit Weather.com and an additional 13 million look at its app.

Read more from Bloomberg Businessweek.