Lisa Tozzi is global news director at BuzzFeed News, a position she has held since 2013. She previously worked at The New York Times, contributing to coverage of the 9/11 attacks, the war in Iraq and Hurricane Katrina. In this interview, conducted by email, Tozzi discusses her work at BuzzFeed and offers advice to student journalists.
Q. Describe your job. What is your typical day like?
A. I oversee the breaking news, newsroom operations teams and curation (the team that helps manage and grow BuzzFeed News’s presence on various platforms) and work with the editors and reporters from other BuzzFeed News desks like world, investigations, politics, tech, etc. to coordinate news coming from their reporters. I also have the great fortune to be media editor Craig Silverman’s editor and to work with him and Jane Lytvynenko on fake news and debunking.
Breaking and curation is a 24/7 operation, and we have a reporters and editors in New York, Los Angeles and London and hand off to one another, which is especially critical when big news happens overnight or early in the morning.
I tend to loudly and nervously laugh when someone asks me what a typical day is like because I don’t remember typical days. Most days begin with looking at Twitter too early in the morning and needing a lot of coffee.
But every day is a bit of a wild ride, particularly over the past few years when the world feels increasingly chaotic and it is more important than ever that we are providing people with clear, reliable information around the clock. Luckily, I work with a magnificent team of reporters, editors and producers who are incredibly creative and smart and collaborative and just make me feel I won the lottery when I come to work no matter how crazy things get.
Q. Before working at BuzzFeed, you were at The New York Times. What was that transition like?
A. It wasn’t a shocking transition as I had long been more digitally focused at the Times and loved doing breaking news. But there were definite differences I noticed immediately.
One was that I suddenly didn’t have to think at all about a legacy product. I love The New York Times, I grew up reading the New York Times, I still get the print paper delivered to me on weekends. But it was interesting — dare I even say liberating — to not have to think about cutting a “web story for print” or ordering column space for Sunday on Thursday afternoon anymore. Stories didn’t need to be held for a slot on Page One, we could run them when they were ready to go. (I should note that The Times has changed a lot in the five years since I left.)
Also five years ago, news at BuzzFeed was very small and newish, and I had a chance to help build an operation and a culture rather than try to change a long-established one. Oh, yeah: There was also the whole bit of reporters having to constantly spelling B-U-Z-Z-F-E… when on the phone with sources when identifying themselves (DOESN’T HAPPEN AS MUCH ANYMORE!) and reading stories about BuzzFeed that talk about whether a site that is “known for cat GIFs” can do news. (STILL, SHOCKINGLY HAPPENS!)
Q. BuzzFeed is known for its headlines. What trends in headline writing are you seeing?
A. I don’t have any clear-cut trends to report, but we’ve always talked about writing stories people want to read and share at BuzzFeed. Some of what goes into that is thinking about how you frame a story vis-a-vis the headline.
We always stress that headlines should be conversational and not include jargon, as if you are telling a friend about the piece you’re writing. We experiment with different headlines in a story to see how they perform which can teach us a bit and help us inform future decisions. (Sometimes the headline conventions that a lot of people claim to hate are the ones readers respond to.)
Q. What advice do you have for journalism students interested in working for BuzzFeed?
A. I think a big mistake some journalists make is they come out of school and expect to immediately be an investigative reporter or think that they must immediately have a beat as if they’re picking a college major. At BuzzFeed News specifically, and for journalists in general, it really helps to be flexible and to experiment with different types of reporting and writing styles.
One of the many tragedies about the collapse of local newspapers around the country is that they were the best training ground for new journalists. I got my start as a general assignment reporter at a newspaper in New Jersey and covered everything from City Council meetings to crime to courts to political campaigns, and it was incredibly valuable to learn to be fast and versatile.
Reporters and editors on the breaking team at BuzzFeed News need to be able to write about everything from natural disasters and mass shootings to how YouTube and Instagram are changing celebrity to the viral story about a woman flushing her hamster down an airport toilet. We take social news really seriously and apply the same rigor we do with “hard news” to the quirky talker, and readers respond to that. Newsrooms shouldn’t think they’re above a certain kind of story if it is something that readers really care about, which is something we’re really conscious of.
Also: Learn how to spot misinformation and fake images. And read a lot.
Update: In February 2019, Tozzi announced on Twitter that she is leaving BuzzFeed News.