Jonah Peretti and Rich Antoniello explain why BuzzFeed is buying Complex Networks

The wave of media consolidation is cresting again. The latest example is BuzzFeed’s acquisition of Complex Networks. BuzzFeed CEO Jonah Peretti and Complex Networks CEO Rich Antoniello joined the Digiday Podcast to talk about the deal.

The conversation with Peretti and Antoniello ranged from how Complex Networks will fit inside BuzzFeed to how BuzzFeed’s brands could cross over into Complex’s properties like ComplexCon and vice versa. What came through in the interview is how the two executives see their respective companies as being in a better position together rather than going it alone in an industry dominated by giant tech platforms and other major media companies that continue to merge.

“In this day and age, how difficult it is being an independent publisher, I think it’s only gotten more and more difficult and the pandemic heightened that,” Antoniello said.

Becoming a media conglomerate comes with complexities, though.

“You can tell in companies that merge everything together and have some chief content officer who makes every piece of content the same -- I mean, it just doesn’t work,” said Peretti. “You need editorial independence and that flows through even to the business and to the partnerships you do and brand licensing deals and native advertising and branded content.”