Must-read. История успеха BuzzFeed – с отличным экскурсом в историю стандартов потребления медиа и медиа инноваций. (Между прочим, вспоминаются золотые времена прессы, когда газеты были залиты деньгами так, что устраивали торжественный обед для автора, уезжающего в Парижское бюро, в лучшем ресторане, а сотрудники, засидевшиеся на работе, могли заказать лимузин вместо такси.)
The Atlantic: The Eternal Return of BuzzFeed. What the online juggernaut can learn from Time, USA Today, and MTV
That was 2006—nine years ago on the calendar, and an eon ago in Internet time. Today, BuzzFeed has more than 900 employees in 10 bureaus around the globe. The growth of the site’s audience is stunning: 200 million monthly unique visitors, and 1 billion video views a month, according to a spokeswoman. (Some context: According to the analytics firm ComScore, BuzzFeed logged about 78 million unique visitors in March, whereas The New York Times recorded about 57 million uniques.*) According to its founders, it has been profitable since 2013.
BuzzFeed is a successful company. And it is not only that: BuzzFeed is the rare example of a news organization that changes the way the news industry works.
For everything that’s unprecedented about BuzzFeed, its CEO, Jonah Peretti, says he looks to earlier media eras for inspiration.
…(1920s) Time turned boring newspaper reporting into fun blurbs. In other words, it aggregated.
…(1980s) USA Today embraced a design standard that, in today’s terms, seems almost weblike: Its pages were dominated by charts, photos, and shorter blurbs of text.
… “Rival journalists, comparing the paper (USA Today) to fast-food merchandizing, dubbed it ‘McPaper’ and joked that it would someday win a prize for ‘best investigative paragraph.’
…Naturally, Peretti is reluctant to draw parallels between BuzzFeed and USA Today. But like the paper, BuzzFeed has been teased for its populist sensibility and ultra-digestible presentation, most evident in its GIF-heavy listicles and silly quizzes…
…What BuzzFeed understands is that today’s media consumption is about much more than the individual reader. “When people are sharing a BuzzFeed list or quiz, they're doing it partly for the content and partly to connect with someone else in their life,” said Peretti. “When you think about media that way, it starts to look like a form of communication. And when media becomes a form of communication, technology becomes a more important aspect.”
On the whole, BuzzFeed has managed the relationship between editorial and advertising fairly seamlessly. Like many news organizations, including The Atlantic, BuzzFeed uses an approach known as “native advertising”: It runs ads that borrow the form of articles. But BuzzFeed doesn’t run traditional banner ads at all, and it works closely with advertisers to create what it calls “custom content worth sharing.”