Number four made me lol!
OK, maybe “lol” is an overstatement. And that’s the trouble: BuzzFeed has hired a lot of ex-broadsheet reporters to make a determined run at hard news, and putting a “serious” feed alongside the usual gif-heavy listicles seems to be working. This could be a problem we in the old media need to respond to. I’m just not sure we’ve got the, er, range of material at the moment.
Of all the innovations that new media is credited with making, what BuzzFeed is doing now might be the most fundamental. For as long as there have been newspapers, there have been tabloids and broadsheets. But I’m not aware of any media outlet that has tried being a broadsheet and a tabloid at the same time, and most certainly not on the same page.
This goes far beyond the “funnies” in American newspapers or the “and finally … ” items on TV news, carefully left to the end of the run. This is side-by-side gravity and irreverence at the top of the homepage. And it might be a transitional phase, but it’s hard to imagine BuzzFeed as just another straight news source with none of its trademark “buzz”; it’s very possible that this is the final concept. In which case, I’m not sure we old-media types have anything to counter it with, unless the non-farm labour statistics are particularly upbeat over the next few months.
Newspapers have followed new media onto the web, into the blogosphere and across Facebook and Twitter, and done very well at it. But this looks like one path that we can’t go down at all.