This archived screenshot preserves an article titled “How the rivalry between Gawker and BuzzFeed drove a social media boom”, about the competition between Nick Denton’s Gawker and Jonah Peretti’s BuzzFeed as both organisations learned how to turn attention, sharing and traffic into media power. The screenshot is significant because it gives useful background to the wider CEN/BuzzFeed evidence chain: BuzzFeed did not emerge from a traditional agency or newsroom model, but from a culture built around tracking what moved online, converting that movement into repeatable formats, and scaling content through social distribution. The item matters because the book contrasts Gawker’s harsher but more recognisably journalistic instinct for exposure with BuzzFeed’s cleaner, advertiser-friendly traffic model, where content became something to be measured, optimised and monetised. Read alongside the BuzzFeed/CEN material, the screenshot helps explain why BuzzFeed’s attack on CEN sat inside a broader commercial and editorial battle over viral media, audience data, social sharing, old tabloid instincts and the new traffic economy.