BuzzFeed Europe’s commercial director Casey McDevitt explains their auto-asphyxiation strategy…

“Our old chief financial officer always talked about being an octopus climbing a tree – you always need to have an extra arm climbing to the next branch before that snaps. Great analogy for Buzzfeed because if you rely too much on what’s doing great right now, things quickly change. So, yes, right now we’re seeing so much success in the likes of licencing and affiliate. I think that is a business that’s here to stay.”