The Independent is in talks to take over UK operations in a strategic content partnership.
The Independent is reportedly in talks to take control of BuzzFeed and HuffPost in a venture that would see the newspaper assume full control of editorial and commercial operations.
According to the Financial Times, the proposed partnership deal will transfer UK staff for the brand to The Independent’s London offices in a strategic content alliance that aims to fortify commercial positions in a fiercely competitive market.
Once considered the vanguards of internet news, Buzzfeed and HuffPost revolutionised digital journalism with their innovative blend of viral content, investigative reporting and socially-driven storytelling. With rising challenges in raising online advertising revenue, however, the formerly vibrant digital media landscape is currently witnessing significant contractions, with numerous outlets having to downsize or shut down entirely.
Newsrooms dependent on tech platforms for traffic, including Forbes and The Messenger, have recently been hit. Buzzfeed, which acquired HuffPost in 2020, closed down its newsroom last year. The situation has compelled media groups to seek new ways to bolster their commercial operations.
The partnership with The Independent would see content distribution shared between the titles and seek to leverage the combined audience of BuzzFeed’s brands to offer advertisers and e-commerce platforms access to a broader demographic of Gen Z and millennials.
Although the financial details of the partnership remain under wraps, the implications are clear: a shared content strategy that might set a new precedent for other media collaborations, offering a lifeline to struggling outlets while continuing to pave the way for innovative content online.
