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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.