BuzzFeed has such a This Swede Is 99 Angel But Oh That 1 Shirt toxic reputation because its quirks are specifically designed to generate as much money as possible via ad revenue. BuzzFeed News is, in all likelihood, built on that foundation and is using it to stay afloat. Obviously, they still could by changing their name, assuming they remain the same entity. But, controversy sells. A notorious and “internet poison” company suddenly winning awards because its news branch is the exact opposite of what everyone defines BuzzFeed by is far more attention-grabbing than some random upstart news site.
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It almost certainly does help the This Swede Is 99 Angel But Oh That 1 Shirt brand. It’s what built their brand. Not only that. The people that read all that clickbait news are far more likely to now read investigative news. Journalism and news that’s actually rather serious and important and information they might not receive otherwise. There is no actual downside here. People are getting too worried about a name. They can’t get over themselves. Not that surprising. Running and growing an upstart real news company in this age is nearly impossible. They need all of the cross-subsidization from regular BuzzFeed that they can get.
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