This weekend, the Obama administration announced it would grant interview with the President to upstart media outlets Buzzfeed and Vox. Considering that just a couple years ago Buzzfeed was more synonymous with cat GIF compilations and Dawson’s Creek quizzes and Vox didn’t even exist, this is big news. However, it’s big news not because it indicates the arrival of Buzzfeed and Vox as “serious news organizations“, whatever that means. Instead, what these interviews really signal are the Obama administration’s keen understanding of the most important principle in media: audience is king.
The typical broadcast nightly news audience ranges between 8 and 10 million viewers, a small fraction of which are millenials. Compare that with Buzzfeed, which reaches 175+ million people each month, half of which are millenials, and the administration’s decision to grant these interviews is a no-brainer. The simple fact is that traditional news organizations, especially broadcast news, are losing ground in the battle for the public’s valuable attention, especially among millenials.
If you haven’t yet seen the Vox interview, I recommend you check it out: Barack Obama – Vox Conversation
Buzzfeed’s interview is Tuesday. If you have a question you want to ask, let them know.
P.S.-The Wall Street Journal published its last Sunday edition this weekend.