The Independent is set to take over BuzzFeed and HuffPost through a deal bringing together several online media brands.
BuzzFeed and other brands included in the deal will continue to operate as separate sites under the agreement but will be managed by the Independent, which will also take on staff.
The move comes after BuzzFeed and the Independent have each struggled financially in recent years, with each appealing to younger audiences but the former failing to convert these to profits and the latter being hit by the shift to online.
“Our partnership with BuzzFeed represents a new leap forward for our business,” Independent chief executive Christian Broughton said.
“The synergies between our companies have been clear from day one, and we know this partnership will unlock new business, drive growth and ultimately take both companies’ brands to the next level in the UK and Ireland,” BuzzFeed’s Alan Reid added.