The two properties differ in a number of key ways, including their brand recognition, traffic patterns and content mix. Likewise, direct traffic makes up 65% of the traffic to HuffPost, compared to less than 15% at BuzzFeed News. This discrepancy, largely a product of the habit HuffPost has cultivated in readers over its 18-year history, could help buffer the publisher against the mercurial patterns of social traffic. These lighter, more advertiser-friendly verticals could help subsidize the news content HuffPost produces. And compared to the expense of news-gathering at BuzzFeed News, HuffPost leans on aggregation to keep its costs of content production lower.

Source: Huffington Post April 26, 2023 12:26 UTC