From The Economist...
They have had successes. Some became ninjas in “SEO” long before most print journalists knew it stood for “search engine optimisation”. They introduced “clickbait” to the lexicon. Some, like BuzzFeed and Vice, worked out that fortunes were to be made in brand-supported viral hits—or “native advertising” that looks similar to the sites’ own snazzy editorial content. They gave the internet “listicles” like BuzzFeed’s “19 Mindblowing Historical Doppelgangers” (sponsored by Virgin Mobile) and uplifting stories, like those from Upworthy, where “you won’t believe what happened next”.