BuzzFeed’s Pivot to HuffPost Is Still Hampered by Ad Buyers Shirking News

The publisher has more direct traffic and greater reach than BuzzFeed News but shares its vulnerabilities 

Join ADWEEK for the first-annual Brand Play: Sports Marketing Summit, on May 9 in NYC or virtually. We’ll explore the new sports events, platforms, fan insights and cultural impacts that can unlock exciting wins for marketers. Register.

When BuzzFeed Inc. chief executive Jonah Peretti announced the abrupt closure of BuzzFeed News last Thursday, he also ushered in a new chapter for its sister brand, HuffPost, which will now serve as the flagship news operation for the company.

The strategy draws on a number of efficiencies, including uniting news resources under one operation, but it doesn’t account for many of the other unresolved challenges facing the model of free, ad-supported digital media, according to media buyers and analysts.

The two properties differ in a number of key ways, including their brand recognition, traffic patterns and content mix.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in