Nielsen to review Buzzfeed news classification as publisher lifts lid on local video strategy

September 10, 2015 9:58

Buzzfeed looks set to be moved into the main news category of the online rankings with audience measurement company Nielsen telling Mumbrella it is willing to review its position.

Last year Buzzfeed Australia failed in a bid to be included in the main Nielsen news category, being moved from the search engines and portals category to a subcategory of news called “multi-category news”. Sites in the main news category – current events & global news – can generally command a higher advertising rate.

But just over 18 months since launch the viral content site now boasts a local staff of 25, including six dedicated specifically to news reporting.

Australian editor Simon Crerar cited that growth and accreditation to the Canberra Press Gallery as part of why their classification should be reviewed: “We still think that we should be classified as news, I mean we cover global and current events everyday – that’s our bread and butter.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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