Jonah Peretti is one of the smartest web publishers out there. And Buzzfeed is an aggressive and dynamic company.

I think people are sort of waking up to it now, how probably the biggest change in Internet media isn't the immediacy of it, or the low costs, but the measurability. Which is actually terrifying if you're a traditional journalist, and used to pushing what people ought to like, or what you think they ought to like.

While I love the medium, I've always been skeptical about the value of blogs as businesses.

No picture, no footage, no story. The people these days require some visual evidence in order to believe what they read.

Critics say Internet advertising suffers from limitless inventory, which depresses prices. These exclusive front-page sponsorships are not limitless. If HBO doesn't move quickly enough, Showtime can buy out Gawker and Jezebel for the key fall TV season. On any individual day, there isn't room for both of them; and that's healthy.

That's always been my test for what makes a story: is this something journalists would gossip with each other about?

Jonah Peretti is one of the smartest web publishers out there. And Buzzfeed is an aggressive and dynamic company.