Wherever new media ends up, there’s a good chance Jonah Peretti will get there first. Mr. Peretti is an alchemist of the Internet age who understands, more than anyone else, how to harness the power of viral marketing, social media and cute animal slide shows. Mr. Peretti co-founded the Huffington Post and, once the news aggregation site became an institution, he left and co-founded BuzzFeed, which has 25 million unique visitors a month and is becoming a serious player in the journalism landscape, with tech editor Matt Buchanan leaving the website for The New Yorker earlier this year. Last year, BuzzFeed hired Ben Smith, a former Observer writer, and since then, the website has been beefing up its reported content. On the site’s homepage, there is substantive, long-form journalism next to breaking political news next to whatever else might catch your eye. It all looks very much like your Facebook newsfeed—an organic mix of high and low—which may be what Mr. Peretti has understood all along that people want.