In digital media these days, the most contrarian strategy is the simplest. Take female-focused Bustle, trying to keep costs and investments low, hoping to turn a profit.

While everyone else is making video the centerpiece of their content as they chase TV ad dollars, Bustle has zeroed in on newspaper and magazine advertisers and is only dabbling in video. Unlike other sites, it doesn't care about getting onto Snapchat's Discover feature. And while some publications with mostly female readers are trying to develop e-commerce as an extra revenue stream, Bustle is sticking to advertising.