How does a `normal' computer (or social) network look like? How can we spot `abnormal' sub-networks in the Internet, or web graph? The answer to such questions is vital for outlier detection (terrorist networks, or illegal money-laundering rings), forecasting, and simulations ("how will a computer virus spread?"). The heart of the problem is finding the properties of real graphs that seem to persist over multiple disciplines. We list such "laws" and, more importantly, we propose a simple, parsimonious model, the "recursive matrix" (R-MAT) model, which can quickly generate realistic graphs, capturing the essence of each graph in only a few parameters. Contrary to existing generators, our model can trivially generate weighted, directed and bipartite graphs; it subsumes the celebrated Erdos-R