‘Shrinkage Seems Inevitable’ in BuzzFeed and HuffPost Deal

One analyst called the acquisition a 'defensive horizontal merger'

BuzzFeed announced the acquisition of HuffPost this week. Getty Images, BuzzFeed, HuffPost

BuzzFeed’s acquisition of The Huffington Post is a well-timed, shrewd move by CEO Jonah Peretti, but it’s unlikely to lead to top-line growth, according to analysts and media onlookers. But in such tough prevailing advertising conditions, that’s actually OK. 

@Lucy28Southern lucinda.southern@adweek.com Lucinda Southern is Adweek's media editor.
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