Sapna Maheshwari is a business reporter for BuzzFeed. Prior to that job, she worked at Bloomberg News. In this interview, conducted by email, Maheshwari discusses her beat, her recent career transition and BuzzFeed’s new business section.
Q. Describe your job. What is your typical workday like?
A. My job is to write about retail for BuzzFeed’s new business news section. My typical workday is a lot like it used to be — reading analyst reports, talking with sources, contacting companies, reading filings and so on. I spend a bit more time on Twitter and other social networks than I used to, looking for information on the companies I cover in those spheres.
Q. Why is BuzzFeed, known for its animal photos and “listicles,” going into business journalism?
A. BuzzFeed has been expanding its news coverage for quite some time — especially in politics, where the team there has really made a name for itself.
Business news is a big part of the social conversation. Clearly, it’s something people care about and talk about. We’re a small team but think we can write smart scoops and analysis about business that people want to read and share.
For my beat, retail, it’s an obvious fit: writing about the businesses that people shop at and interact with on a daily basis. Our goal is for everything on the vertical to be funny or exclusive, and hopefully, we’re hitting that goal so far.
Q. You previously worked at Bloomberg News. What has it been like to go from the Bloomberg Way to BuzzFeed? What are the differences in reporting, writing and editing?
A. It’s very different. At Bloomberg, the writing was more formulaic, and my audience was typically investors or traders, except when I was writing feature-type stories for Businessweek. I also had more editors, and the fact-checking was more rigorous. I had to put in a ticket to get a photo attached to a story.
Here at BuzzFeed, it’s obviously a smaller operation. I can put together the posts myself, and it goes out much quicker. We’re also not writing up earnings stories and stock moves, so I can spend more time reporting and researching.
That said, the reporting itself is largely similar, but I have less data at my fingertips without a Bloomberg terminal. Working at Bloomberg for so long definitely made me a fair and careful reporter, though, and I’m so glad I started my career there.
Q. You graduated from the UNC School of Journalism in 2009. What is the most important thing you learned there, and what new skills have you had to pick up since college?
A. Wow, hard to pick out the most important thing I learned at the j-school. I’m definitely extra careful with facts and spelling thanks to my classes there.
I think one of the most important things I took away was from my business and the media class — learning about the role of PR in business journalism and how the two fields can work together despite often having different goals. I have always kept to the rule that a story shouldn’t be a “surprise” for a company and that transparency from my end goes a long way in building trust with them. Having so many friends that went the PR route in the j-school reinforced that for me.
As far as new skills, I’ve gotten more adept with company filings and using social networking tools to find sources for stories. I also became a bit of a pro on the Bloomberg terminal after working on one for 3.5 years!
UPDATE: In June 2016, Maheshwari announced via Twitter that she was moving from BuzzFeed to The New York Times.