BuzzFeed's newest spin-off brand, As/Is, is debuting Tuesday to cover beauty and style with a focus on body positivity and celebrating individuality.
As/Is is the latest effort by BuzzFeed to find new revenue models through lifestyle brands that not only generate content, but experiences and products for a millennial audience. It's an area the digital publisher has been betting more on as it struggles to find ways to compete with Facebook and Google for ad revenue.
Other publishers have turned to sub-brands or verticals to try to simultaneously expand their consumer reach and give advertisers new ways to buy them. New York magazine, for example, has established distinct brands such as Vulture for entertainment, The Cut for fashion and Grub Street for food.