As the print and digital worlds continue to blur, with brands creating their own publications and publishers throwing events, starting podcasts, launching product lines and doing whatever it takes to stand out from the crowd, BuzzFeed has now created its own newspaper—for one day only.

About 20,000 copies of the 12-page paper were distributed in New York today “to put some joy in the physical world,” said Ben Kaufman, CMO of BuzzFeed.

The cover teases a story on the obsession over the Momo Challenge.

“It’s really just a fun little unexpected thing, and some of our best brands and some of our best strategies start with a fun, unexpected thing,” Kaufman said, noting that BuzzFeed’s food brand, Tasty, began as an experiment.

The brand has grown to become a solid revenue source for the company, with broad investments in licensing, branded content and programming.

On the last page of the issue, BuzzFeed printed coupon codes for companies that have also been largely born and bred on the internet, including Ritual, Burrow, Jet, Frank and Oak, Casper and Tarte Cosmetics.

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