How BuzzFeed News' signature social traffic led to its demise

Also: ChatGPT, creators and media agencies' AI strategies BuzzFeed News’ closure represents the struggles of news media, but larger, the mismanagement of digital media properties in a world of consolidation. April 24, 2023 [PRESENTED BY]( [How the social traffic that gave life to BuzzFeed News ultimately led to its demise]( BuzzFeed News' closure represents the struggles of news media, but larger, [the mismanagement of digital media properties]( in a world of consolidation. Additional coverage: - From holding companies to independents and influencer shops, agencies are now actively folding generative AI functions into enterprise and client work. More in this [Digiday+ Media Buying Briefing](. - Marketers [may be overlooking a generation of consumers]( who are neither millennials nor Gen Z: "Generation Zennial." - To elicit direct responses from consumers, KFC franchisee KBP Brands [is leveraging SMS marketing](. - Great Clips, New Amsterdam Vodka and Kruger Products are reaching out to hockey fans during the NHL Stanley Cup Playoffs, and [they're taking a gamification approach]( to their ads to do so. - Twitter CEO Elon Musk is now forcing advertisers that don't meet a certain spend threshold to pay for verification to run ads on the platform, [sending marketers into chaos]( without time to prepare. - Time is [expanding its climate coverage]( at a time when the publisher is seeing increased investment from advertisers around sustainability content. Digiday presents Future of TV Week Today marks the beginning of Digiday's Future of TV Week — a series of virtual events and special coverage designed to take you deep on the most important topics in television advertising. Throughout the week, we'll keep you up to date on the key takeaways and ways you can join. Here's some of what's coming up: - At what point will the overall TV ad market tip toward streaming once and likely for all? That's the question that investment chiefs from Horizon Media, OMD and UM Worldwide weigh in on to kick off the first episode of this week's daily series, The Future of TV. [Enter your email here to watch.]( - Tomorrow, the Future of TV Week Town Hall will facilitate a discussion on winning strategies and best practices in the business of TV. [RSVP here]( to join us virtually beginning at 12 p.m. ET. - During Wednesday's Digiday Gaming Advertising Forum, we'll explore the evolution of the gaming industry, from its humble beginnings to its current state as a billion-dollar industry with leaders from Roblox, L'Oréal and many more. [RSVP here to join us.]( - Also on Wednesday: We'll host an exclusive, invitation-only dinner in New York City for CTV leaders. The guest list is now full, but keep an eye out for coverage of the key takeaways and what we heard. - Be on the lookout this week for more special coverage on the present and future of the TV, streaming and digital video advertising business. Digiday+ members can see a [sneak peek of what to expect here](. Other things to know about - For publishers, recommending content has likely been a part of their repertoire for some time, helping them engage readers and contribute to revenue. New technology is [helping publishers take content recommendation optimization to the next level](. Produced in partnership with Marketecture. - [Join this webinar]( on May 4 at 2 p.m. EDT to learn more about how marketers tackle challenges to make the most of retail media now and in the future. Sponsored by Best Buy Ads. - A well-built website delivers results and impact, and plays a crucial role throughout the buyer’s journey, from converting leads to engaging customers. They’re also a source of frustration for marketing teams, however, [reevaluating the way they approach website operations can alleviate these headaches](. Sponsored by Pantheon. Top Stories [Navigating Economic Instability]( [How the social traffic that gave life to BuzzFeed News ultimately led to its demise]( BuzzFeed News’ closure represents the struggles of news media, but larger, the mismanagement of digital media properties in a world of consolidation. howdy! [Strategizing for the Future]( [Media Buying Briefing: How ChatGPT and creators will transform media agency AI strategies]( From holding companies to independents and influencer shops, agencies are now actively folding generative AI functions into enterprise and client work. [Sponsored by impact.com]( [The state of commerce content]( As publishers diversify revenue streams, they’ve found a successful and trustworthy one — commerce content. Consumers flock to it for reviews and product guidance, allowing media companies to monetize content via affiliate links and drive conversions. Advertisement howdy! [Strategizing for the Future]( [What marketers need to know about 'Generation Zennial,' from social media to buying habits]( Marketers may be overlooking a generation of consumers who are neither millennials nor Gen Z and possess different likes and dislikes. [Sponsored by Mailchimp]( [Report: The marketer’s guide to email audiences]( Download this guide to learn how marketers are using predictive segmentation to drive greater audience engagement. howdy! [Experimental Channels]( [How a major KFC franchisee is bolstering its marketing strategy with SMS]( To elicit direct responses from consumers, KFC franchisee KBP Brands is leveraging SMS marketing. Advertisement [Sponsored by Channel Factory]( [How targeting diverse and inclusive audiences reduces media wastage]( Diverse audiences are valuable, but overly cautious block lists are sometimes preventing a range of readers and viewers from discovering brands' content. howdy! [Brands in Culture]( [Brands turn to gamification to reach hockey fans during the NHL playoffs]( Great Clips, New Amsterdam Vodka and Kruger Products are reaching out to hockey fans during the NHL Stanley Cup Playoffs, and they’re taking a gamification approach to their ads to do so. howdy! [Marketing on Platforms]( [Elon Musk targets smaller advertisers by forcing them to pay for verification to run ads on Twitter]( If a marketer isn’t spending at least $1,000 per month on Twitter, they will need to pay for verification in order to still run ads, or find another platform. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](