If content can be social, advertising can be too: this is the premise on which BuzzFeed’s revenue model is based. BuzzFeed makes 100 percent of its revenue from sponsored content, which Chief Revenue Officer Andy Wiedlin described at WAN-IFRA's Digital Media Europe 2013 as a more effective way for advertisers to connect with audiences, compared with traditional display ads.

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Tracking newspaper profitability in the U.S.A. has become increasingly difficult, but figures indicate that the industry is not doing quite as badly as it sometimes appears, according to Rick Edmonds, researcher and writer for the Poynter Institute focusing on business and journalistic issues.

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The Washington Post recently launched its sponsored content platform “BrandConnect,” which allows marketers to create and display blogs, videos and infographics on the newspaper’s website. The Post will be the first major U.S. newspaper to share its platform with advertisers, Digiday reported, and analysts suggest that it certainly won’t be the last.

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