Maybe BuzzFeed will save The Huffington Post. Frankly, though, it feels more like the end than a new beginning. Who has given much thought to HuffPost in recent years? Even with a sharp editor, Lydia Polgreen, at the top until recently, the site hasn’t seemed relevant for a long time.
So what happened? Your guess is as good as mine. But I’d argue that HuffPost was built on three pillars, and all of them are gone:
• Unpaid contributions. For a long time, HuffPost was a blogging platform as much as it was a publisher. The site took a lot of heat for not paying its writers, but I always thought that critics were making a category error. If you’re going to blog and not get paid for it, why not do it at a site where you’re more likely to be seen rather than on your own?
Maybe eight or so years ago, when I was between paid column-writing gigs, I wrote a few free pieces for HuffPost just to keep my hand in. There was a huge variety of contributions to HuffPost, some great, some terrible. They gave the site a vibrancy that it has lacked ever since such content was discontinued.
• Abusive aggregation. The Huffington Post originally made its mark with extremely aggressive aggregation — it would, for example, summarize a 5,000-word investigative piece published by another news organization in so much detail that you really didn’t need to click through to the original. As Jeff Bezos lamented shortly after announcing he would buy The Washington Post, HuffPost could rewrite a story “in 17 minutes” that had taken the originating media outlet weeks or months to report and write.
Over time, HuffPost’s approach to aggregation became more conservative even as it added more original reporting. That may have been the ethical thing to do, but I’m sure it cost them a substantial part of their audience.
• Social over search. HuffPost absolutely nailed search back when that mattered above all else. Remember the infamous “What time does the Superbowl start?” headline, which the rest of the internet reacted to with a mixture of rage and awe?
Well, search-engine optimization has long since given way to social-media engagement as the metric that really matters. And BuzzFeed perfected the latter, which is why it’s the senior partner in this particular deal. What the two sites have in common is BuzzFeed CEO Jonah Peretti, who helped HuffPost master SEO before founding BuzzFeed and embracing social.
All of this is why I’m not particularly optimistic about HuffPost staging a comeback. It was hugely influential for about a half-dozen years after Arianna Huffington launched it in 2005. But it was a creature of its time, and that time may have expired.
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