Buzzfeed is a good example. It figured out that the way to distribute content on the web was to use social media to deliver clickbait headlines, listicles etc.

Buzzfeed is a good example. It figured out that the way to distribute content on the web was to use social media to deliver clickbait headlines, listicles etc. Once it had created a distribution network based on that, and gained an audience, it could then create more 'high-quality' content, such as Buzzfeed Politics. Taken to an extreme it seems likely that large content distribution companies, most notably Facebook, will buy failing traditional content producers. I will add that much of the "fake news" controversy is driven by old, high-quality media losing its audience/distribution to new, low-quality media. It's a futile attack though, because high-quality creators cannot grow their audience as fast as new media can make better quality content.