Bloomberg: Every six months or so, companies that seemed to have cracked the formula for success in digital media hit a wall. Names like Gawker, Mashable, Upworthy and BuzzFeed figure out how to get people to click, surf and share — and expectations go up. Then because of changes in tastes, technology and advertiser habits, it becomes more difficult to get people to click, surf and share. Business models that had traction for a while stop working as well or can’t live up to high hopes.