Buzzfeed News, considered an independent arm of its parent company Buzzfeed, has come out with options to its readers to donate money to the site and its journalism This move has allowed readers to donate from $5 to $100, and the readers can get breaking news as they break .This plays similarly to some to how Wikipedia or The Guardian’s ask for donations, except that Guardian’s run by a trust and Wikipedia’s a non-profit.

Since its option Buzzfeed, , has been an ad-supported media platform .And was always on the front with different streams of revenue generation. The company had already announced its intention to focus on bringing in dollars through advertising, commerce, and through its studios.

The observers of Buzzfeed’s new idea of taking donation feels that the recent development could be a plan by the company for a sale. But according to the company the visual rebrand of Buzzfeed News can be a method to adding a membership feature similar to that of Medium’s member-only publications and of startups The Information and The Athletic, which are strictly subscription-based viewership.

In a comment to the Wall Street Journal, a Buzzfeed representative said: “Following some of our peers in the industry, we see this as one more way to support our reporting and keep BuzzFeed News free for everyone.”

This hasn’t been the only time Buzzfeed News, which has won a Murrow award for its journalism this year, has looked to play by the same revenue rules as its contemporaries in the news space. In February, the publisher has sought philantrophic support from the Emmerson Collective to invest in the site.