Just over a year ago, Huffington Post senior staff writer Todd Van Luling embarked upon what he called “the single most important investigative quest in my long career as an Internet content creator”. This tenacious inquiry, which would involve dozens of phone calls, emails, Facebook messages, interviews with key eyewitnesses and deep dives into the online archive, had one vital goal: finding the actor who played Ugly Naked Guy on the TV series Friends.

Van Luling archly calls himself a "content creator" because he’s well aware that what he and The Huffington Post do isn’t journalism. Similarly, in Fairfax Media’s 2015 annual report, its CEO Greg Hywood doesn’t describe the work his “people” do as journalism, but rather as “using the modern tools of media to drive audience engagement and commercial success”.