Ahead of his James MacTaggart lecture at the Edinburgh International TV Festival last month, Shane Smith, the Vice Media founder, warned noisily of a “bloodbath” next year in digital media and said that Vice will be there mopping up some of those rivals who fall by the wayside.

Could it be that his rather crudely put prediction is already seeing a couple of potential victims emerge? Huffington Post, owned by AOL, with founder Arianna Huffington departing Monday for a new venture, and BuzzFeed (with NBC Universal a major shareholder) are the biggest losers from the latest US digital reader rankings compiled by ComScore.