The publisher is using coupon codes redeemable with online retailers to test whether a physical newspaper could generate significant advertising revenue

Pop culture site and brand Buzzfeed recently took a retro approach, creating a physical 12-page newspaper that busy New Yorkers could grab and read on their commute. The paper not only included the types of articles found on the site, but also a section of coupon codes that readers could redeem with well known online retailers.

Buzzfeed is testing whether or not the newspaper could be a permanent revenue stream for the publisher and its advertisers. The site will track redemption of the coupons to gauge how successful the ad campaigns are. The first edition, released last week, included stories on online phenomenon Momo in addition to streaming recommendations and exclusive features.

While other media outlets as well as internal Buzzfeed members have criticized the newspaper, Ben Kaufman, CEO of Buzzfeed, says, “It’s really just a fun little unexpected thing, and some of our best brands and some of our best strategies start with a fun, unexpected thing.”

Buzzfeed

Pop culture site and brand Buzzfeed recently took a retro approach, creating a physical 12-page newspaper that busy New Yorkers could grab and read on their commute. The paper not only included the types of articles found on the site, but also a section of coupon codes that readers could redeem with well known online retailers.

Buzzfeed is testing whether or not the newspaper could be a permanent revenue stream for the publisher and its advertisers. The site will track redemption of the coupons to gauge how successful the ad campaigns are. The first edition, released last week, included stories on online phenomenon Momo in addition to streaming recommendations and exclusive features.