most people are not reading buz zfeed as a whole is somebody that is interested in media. tumblr sends no traffic. we like to research what our users think. people who find out we do serious news, their estimate rises because they didn't know. i think it is not to do less fun stuff but to do more news. they do not think less of us because we have fun quizzes. >> what is your approach to international news? rocco especially. i think vice has had the best coverage over the years but also the future of buzzfeed. rocco: i was speaking earlier. we had a south of sudan issue, saving south sudan. there was one author and one photographer, a 30,000 word story about why it was a failed state. we did a 40-minute doc. i would love to bring attention to issues like that. i would love to basically pick one topic, and concentric rings is important. you keep building on the story that has not been tapped and can be a solution. how that would affect me, that's an important thing. this is how it affects you, the oil in sudan, however you want to follow the money trail. i think that can be