The 60-second interview: Greg Coleman, new Buzzfeed president
CAPITAL: Buzzfeed's ad strategy is designed around native advertising, but your background is in programmatic. Should we expect Buzzfeed to add programmatic and retargeted ad products?
COLEMAN: We will be investigating this revenue opportunity but there's no road map right now. Without banner ads, which I don't see on the horizon, it will be challenging and require significant work but we will investigate it.
CAPITAL: You previously worked alongside Jonah Peretti and Ken Lerer at The Huffington Post. What similarities and differences do you see between Huffington Post then and Buzzfeed now?
COLEMAN: Everything centers around trust, which I've always had with Kenny and Jonah. Buzzfeed is a rocketship, Huffington Post was a rocketship, but in a different way. We're building and growing something great, so that is similar, but the products are different.
CAPITAL: Right now, all of Buzzfeed's content lives under the same editorial brand: Buzzfeed. But the company is now working on a new mobile app that will only feature the site's news stories. Could we see a similar separation between news and non-news content on the desktop site as well?
COLEMAN: Stay tuned. I'm looking forward to getting up to speed on all of Jonah's plans, including this.
CAPITAL: What's the future of Buzzfeed Video? Can short-form video really generate significant revenue, or does it need to get longer in order to get a piece of the television-advertising pie?
COLEMAN: Short-form video has to be done differently to create scale and engagement. The Buzzfeed Video team has the right thinking and plan to figure this out and I'm thrilled to spend more time with Ze [Frank] and his team in L.A.
CAPITAL: It's been widely reported that Buzzfeed rejected a billion-dollar offer from Disney. Should we expect to see an IPO in the company's future?
COLEMAN: Our mandate, and the one that made me so excited to join Buzzfeed, is to build a significant, independent media company. That's what we're working towards and that's what will drive us. Financing is a tactic, not a strategy.