Buzzfeed landed in Austria.
The Viennese offshoot of the US portals ‘Buzzfeed’ goes online on Wednesday with a lot of local content and wants to bring “a breath of fresh air to Austria’s digital media”.
The start was already announced in the HORIZONT in May, the portal is on Wednesday
Buzzfeed now actually has its own subsidiary in Austria started. They had their own Alpine presence on social media for a long time. “buzzfeed.at brings a breath of fresh air to Austria’s digital media” is the promise on the online portal, which is editorially managed by a team in Vienna’s Neubau. The lead was yesterday a comment on the incidents around ORF presenter Roman Rafraider:
“Why shouldn’t we judge him?” But the site was also packed with a lot of Austrian content on the first day. The topics of environment, flight & migration, gender have their own news section as well as opinion and research.
“A large part of the content will come from the team in Berlin, who will also use the license content from BuzzFeed USA “, Ippen.Media said in the spring of the HORIZONT:” The team on site in Vienna creates original content with reference to Austria, and contributes it to Buzzfeed.at. ”
Bought from Ippen
The expansion to Austria was not driven by BuzzFeed’s country of origin, the USA, but from Germany. Because since last summer, the trademark rights for BuzzFeed in Germany, Austria and Switzerland have been held by Ippen Digital GmbH. The digital arm of the German regional publishing conglomerate (Münchner Merkur, tz, Frankfurter Rundschau) was founded by Jan Ippen in 2006 and has been headed by him ever since. With more than 80 portals and a consolidated total reach of more than 200 million portfolio visuals (July 2020), the company is one of the largest news platforms in Germany.
Even if there is no doubt that the Austrian media are already addressing a large audience online, “we still see potential for a very young target group whose subject focus is simply completely different and whose interest in alternative topics is much higher when this is often reflected in our own classic offers – including ours “, similar Ippen.Media to the HORIZONT to motivate us to expand into the neighboring country.
Incidentally, with Buzzfeed.at, the cooking brand ‘Einfach Tasty’ is also coming to Austria. In the USA, the parent portal Buzzfeed USA only went public at the beginning of December. The share has quickly halved since then.