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BuzzFeed and Meta seek new fortunes in the creator economy: The Media Roundup

Today’s roundup is brought to you by Chris 

Meta pays BuzzFeed millions to generate ‘creator content’ for Facebook and Instagram

Loads of news coming out of BuzzFeed lately, from its use of AI to generate quizzes and listicles – on the back of which its stock rose 120% – to this extension of its partnership with Meta. Effectively, the pair of them will be cashing in on the creator economy by generating content specifically focused around creators.

From Meta’s point of view, this is presumably in service of highlighting its own suite of creators. Faced with incursions from TikTok and Snap, it’s trying to prove that its own platforms are best for creators to launch a career (and the fact that it comes with a big wodge of marketing spend doesn’t hurt). From BuzzFeed’s point of view… it’s money. And they need it.

We cover this in greater detail in today’s new episode of the podcast, but the big takeaway from me is that we’ve apparently time-travelled. After all, when was the last time you heard of Meta striking a deal with publishers to create content for its feed? And when was the last time you heard about non-news content from BuzzFeed?

Good Housekeeping Editor in Chief Gaby Huddart on using their centenary to be future-facing

We talk about celebrating the brand’s centenary last year with their first multi-day live event, what a Good Housekeeping reader looks like today, and why it’s so important for the title to be future-facing. She also discusses how readers’ attitudes to their homes have changed over the pandemic, and the role the Good Housekeeping Institute plays in building trust.

AP deletes tweet about ‘the French’

No, I’m sorry, this is too funny to be forgotten. The Associated Press – in an otherwise well-meaning move meant to clarify its ban on dehumanising language – somehow managed to include ‘the French’ among a list that also included the poor, the mentally ill, the wealthy, the disabled, the college-educated, etc. Phenomenal work all round, no notes.

BBC Arabic goes off air after 85 years of broadcasting

This one’s interesting – not just because it speaks to the global impact of the BBC having to cost cut, but because of the context in which BBC Arabic originally launched: “The Arabic station’s first show was aired at 4:45 pm London time on 3 January 1938, as Nazi Germany and fascist Italy spread propaganda over Arabic airwaves about Britain’s presence and interests in the Gulf and the Middle East.”

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