A post at The Awl notes that NowThis News — a media startup funded by former Huffington Post and BuzzFeed backer Ken Lerer that has a partnership with NBC Universal — is bypassing the need for a website and inserting news updates into a number of different apps and services such as Vine, Instagram and Snapchat (something it has apparently been doing for awhile now).

As ridiculous as the updates posted to Snapchat may look, with poorly handwritten text superimposed on newsy images, NowThis News has gotten something right that many media outlets continue to struggle with: namely, that if it is to be effective, news needs to reach people where they are, not sit on a home page somewhere waiting for people to show up.

Coincidentally enough, BuzzFeed is doing something very similar to NowThis News: as part of an ambitious expansion the company announced last week —…

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