Comcast-owned NBCUniversal is expected to invest in two strong digital brands: BuzzFeed and Vox Media, which owns such brands as Eater, The Verge, SB Nation, Racked, Polygon, Curbed and Re/Code, which reported this story.

According to Re/code’s Kara Swisher and Peter Kafka, NBCU is close to investing $250 million in BuzzFeed, which would value the publisher at around $1.5 billion. BuzzFeed is best known for creating the Web’s “click-bait” style, such as lists and quizzes, and currently boasts about 200 million viewers a month on its Web site. Across the wider Web, however, BuzzFeed’s posts and videos are far more widely seen.

BuzzFeed’s Los Angeles-based video unit, run by Ze Frank, has improved revenue to $250 million this year, Re/Code reports. That unit creates native video and ads that run across digital and mobile platforms and within apps, including Facebook, YouTube and Snapchat.

NBCU is similarly discussing an investment in Vox Media, which would raise that company’s valuation to $850 million.

Last week, the Wall Street Journal reported that Comcast was in talks with BuzzFeed, Vox, Vice Media and Business Insider.

Re/code’s sources say that NBCU CEO Steve Burke wants to tap into the way these digital outlets work to do the same thing for NBCU’s own content. With millennials increasingly turning away from traditional TV, media conglomerates are having to train their titanic operations to get a little more nimble. Moreover, NBCU could work with BuzzFeed’s and Vox’s networks to distribute NBCU-produced content. NBCU owns the NBC broadcast network, TV stations, Spanish-language network Telemundo and a bevy of cable networks, including USA, E! and Bravo.

Read more at Re/code.

Brief Take: It’s no longer enough to produce content, you also have to get it seen and that means going where the viewers are.

Image of BuzzFeed CEO Jonah Peretti courtesy of Re/Code.

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