Did You Get Your Copy of BuzzFeed?

Mar 08, 2019


BEST PRACTICES SERIES

If you were in New York City earlier this week, you might have found someone trying to hand you a copy of a BuzzFeed newspaper instead of Time Out New York. On March 6, about 20,000 copies of a 12-page paper were distributed in NYC--complete with a cover story that exclaimed "Help! I'm in Love with Momo!" 

BuzzFeed CMO Ben Kaufman says the hardcopy of the paper is just for fun. Or, as he told AdWeek, "to put some joy in the physical world." But as Kaufman also noted, BuzzFeed's food brand, Tasty, also started out as a silly experiment and now it's the source of a solid revenue stream. 

BuzzFeed brought other digital-native companies into the fold. One of those twelve pages was taken up by coupon codes for companies like Ritual, Burrow, Jet, and Casper. As the redemption codes are tracked, BuzzFeed--and potential advertisers--will see how the paper performed.

"This is a sharp play by BuzzFeed. We know that contrary to reports out there, younger audiences do, in fact, read printed words on paper," says Vicki Brakl, VP of Integrated Marketing of MNI Targeted Media, a division of Meredith Corporation. "But, this is a shrewd strategy because of the staying power. Lots of different research reports on brain imaging whilst interacting with media has proven that recall is much higher on printed materials like magazines and newspapers than digital alone. The neuroscience proves that combining interaction of media with various senses (sight, touch, smell, etc.) enhances engagement and recall. Bravo Buzzfeed."
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