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Back in New York, she called a large group of editors and writers into her office. This is going to change the way people do journalism, change the way journalism works in the world. Jaws dropped. Peck was not demoted, according to another person who was present at the meeting, but did choose to bow out of editorial duties and went back to being a reporter. Huffington, it seems, had not been included in any of the negotiations. When the deal was announced on May 12, she was on a flight to Seattle, to attend the Microsoft C.
She used the five-hour flight as an opportunity to unplug. The ink was barely dry on the deal before financial reporters at Fortune and Recode were speculating that Huffington would want to see the Huffington Post spun off from Verizon and sold to a new buyer.
After all, Verizon was buying AOL for its ability to create video content for an array of mobile devices and for its capacity to place digital advertising—not really for the editorial content found on the likes of the Huffington Post. A decade into its life—a veritable century in the Digital Age—the Huffington Post was being treated not as a high-quality news source but as another Web site for click-bait infotainment.
Adding to the intrigue was the fact that she had not yet signed a new contract, theoretically making it easier for her to join forces with a buyer to pry her business loose from Verizon. The Huffington Post sale talk died down quickly. Huffington spun the news positively.
In reality, however, while Huffington had been pouring resources into expensive ventures that failed to catch on and steering her newsroom uncertainly between serious journalism and mass-produced aggregation, the Huffington Post had missed the great shift from audience development based on search-engine optimization to an equal dependence on social media.
The downside to training an armada of young writers to aggregate news stories and capitalize on search traffic is that it is hard to pivot. The HuffPost was being overtaken by other sites that had foreseen the change in strategy, such as BuzzFeed, which was born out of its own skunkworks system, in large part through the tinkering of Jonah Peretti, a HuffPost co-founder. Meanwhile, the HuffPost—an omnibus of sorts, with seemingly countless verticals and topic areas—began to look like an outlier in a digital landscape increasingly populated by more specialized sites.
Buzzfeed chief executive Jonah Peretti will lead the combined business. He co-founded HuffPost, formerly known as the Huffington Post, in with publisher Arianna Huffington and started Buzzfeed a year later. HuffPost rose to prominence during the George W Bush presidency as a site for liberal bloggers, many of whom contributed for free.
Buzzfeed made its name creating content like listicles and quizzes, which drew young audiences. It also brought on reporters for its news site. But digital media firms have struggled to draw online advertising dollars away from tech giants such as Facebook and Google. In recent years, Buzzfeed and HuffPost have both shed staff. Mr Peretti said the new deal would increase Buzzfeed's heft, by adding HuffPost readers to its audience and allowing it to tap into Verizon's ad network.
HuffPost is expected to remain a standalone brand, alongside other Buzzfeed sites, including Tasty and Buzzfeed News. It is understood that the editor-in-chief, Jess Brammar, is among those at risk. Every mother on the UK editorial staff has been told they face losing their job, including one person on maternity leave.
Four jobs are available to the 16, 11 of whom are women.
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