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The beginning of the end of the BuzzFeed advertising listicle?

BuzzFeed Canada shows that it’s still happening, for now

A report from the Financial Times on Tuesday says BuzzFeed just “slashed” its 2016 revenue projection from $500 million to $250 million. BuzzFeed’s official response is that the move isn’t an admission of failure; it’s just the start of a larger strategy shift.

Despite its growing sponsored-video business, BuzzFeed’s best-known monkey-maker continues to be its sponsored lists.

Buzzfeed Canada, which has yet to get into much video production, is evidence that the listicle format still appeals to at least some advertisers. The latest buyers seem starved for cool cachet, like the Independent Electricity System Operator:

And here, courting the millennial homebuyer crowd, is the Canadian Real Estate Association:

And here’s a skincare company, harnessing BuzzFeed’s nostalgia wizardry in a bid to convince adults to use zit cream:

[But when the listicles come off like some kind of insider meta-self-parody, it seems like a signal that their era is nearly over:]

Twelve Thirty Six is Toronto’s daily lunchtime tabloid. Sign up here to get it in your inbox at 12:36 p.m. every weekday.

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