BuzzFeed's Jon Steinberg Trumpets Shift to Hard News

President/COO admits, though, that traffic from scoops pales compared to lighter fare

Adweek: Tell me about BuzzFeed’s Social Storytelling program, which you launched in May.

Jon Steinberg: It’s very much evocative of the kind of authorization and training programs that we did when I was at Google [where Steinberg was strategic partner development manager on the company’s small medium business partnerships team], and we’ve seen Facebook do as well. Basically, when you have a new format or new ad product, you can’t just expect people to start using it.

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