Thoughtful, innovative and interesting writing takes a long time and has only niche appeal. Clickbait can be written quickly and is massively lucrative.

Buzzfeed are doing some of the best investigative journalism in the world, because they can afford it. Their mastery of clickbait allows them to cross-subsidise the kind of quality reporting that many newspapers can no longer afford.

http://www.buzzfeed.com/markschoofs/jaw-dropping-investigati...