BuzzFeed News’ business model turned to dust because they were always at the whim of mercurial tech titans | James Hennessy

BuzzFeed changed the way news was reported for the digital age. But it became a casualty of its lopsided relationship with Facebook

The announcement of the demise of BuzzFeed News last week felt unlike the cavalcade of media closures and layoffs of the past decade. In a sense, it represented the death of an entire era.

BuzzFeed News, launched in 2011, imagined a format which would marry the intense virality and relentless social media focus of digital native publications with the serious reporting of major mastheads. The bet was that the site's endless fountain of Harry Potter quizzes, viral news stories, celebrity gossip and pop culture gifs could subsidise a serious news operation, which would in turn lend real credibility to BuzzFeed as a whole.