From a New York Times guest essay by Ben Smith headlined “We’re Watching the End of a Digital Media Age. It All Started With Jezebel.”:

Ten years ago, a group of digital media companies thought the future belonged to us. New brands like Vice, Gawker, The Huffington Post, Business Insider and BuzzFeed News, which I helped start, had begun as blogs or something similar, outsider voices with audiences who were sick of the stuffy mainstream media. They’d grown steadily on the internet, and when Facebook arrived, they exploded with the social platform. They became expert in telling stories in a way people would like and share, and their links became omnipresent in readers’ newsfeeds. Their voices dominated the influential, sometimes toxic conversations on Twitter.