Jessica Schiffer:

Sweet, Hearst’s social-only publication created in partnership with Snapchat Discover, launched to lots of hype in November 2015 — but since, it has barely made waves.
 
 The once-secret project has experienced a series of layoffs, including the quiet firing of editor-in-chief Luke Crisell in July, and a rapid turnover. What began as an ambitious attempt to create a daily culture magazine for digital — filled with one-off artist features, author interviews and more — has instead slid into the territory of generic viral content like “There’s More to These 6 Candles Than Meets the Eye.”
 
 Four former Sweet employees, speaking on the condition of anonymity, paint the publication as an ambitious experiment hamstrung by Hearst’s numbers game.