“I think there are certain categories that have a stronger fit with Vox. Chao said there’s no imperative for disparate, but topically related, brands like that to work together. Within Vox Media, New York magazine’s Grub Street, a vertical focused on restaurant-related news, and Eater now coexist with Gastropod, which covers the science and history of food. That business tack has unified products that initially were designed to function independently. ![]() Such as the mattress spots that marked podcasting’s earlier era.Ĭonsolidation has been a part of the media business since its inception and, can in part, explain the vast reach of behemoths like Gannett and Condé Nast. But there are cross-promotional ads showcasing interrelated Vox Media shows, in addition to ads The little “Vox” logo atop the Longform avatar and the word “Eater” crowning the Gastropod logo might be the most noticeable signs of change. ![]() Neither Gastropod nor Longform have had products altered by those shifts. Of course, we tap into company resources like finance and legal and I see my role as really bringing those different business functions together.” And, at the horizontal level, we’ve centralized a set of resources to support the podcast business, which includes ad sales, marketing and audience development. “A lot of our editorial networks have a podcast and, within those verticals, the people working on podcasts are almost all editorial people - producers, hosts, sound engineers. “If you think about the (Vox Media) editorial brands, I think of those as verticals, and I think of audio and podcasts as a horizontal that cuts across the entire company,” Chao said. Ray Chao, general manager of audio for Vox Media, said that agreements like those recently announced by the company can help producers, journalists and creators focus on their craft, instead of worrying about the business side of things or expending time and energy hiring a marketing staff. The company also inked recent advertising partnerships with well-known audio brands, like “Gastropod” and “The Longform Podcast,” that further bolster its bet on the future of on-demand audio. What benefits will be reaped from those moves remain to be seen.įollowing The New York Times’ purchase of The Athletic, a network of city-based sports websites, Vox Media acquired Group Nine, another suite of sites that includes The Dodo and Now This, earlier this year. We are a team of people from various social, economic, and ethnic backgrounds who value professional development, diversity, work/life balance, and doing meaningful work while having fun.In the wake of surprising media mergers, purchases, emerging platforms and inevitable closures, digitally focused firms have turned to consolidating brands. One of our core beliefs is that a workplace filled with individuals from a wide range of backgrounds, interests, and personalities makes our team and our work better. Murrow, James Beard, Cannes Lions, Critic’s Choice, among others. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Thrillist, the most-trusted digital brand in food, drink, travel & entertainment and Seeker, the no. POPSUGAR, the #1 most engaged-with Women’s Lifestyle site in the U.S. ![]() 1 most-watched news and politics brand globally on social The Dodo, the #1 media brand for reach on mobile in the U.S. ![]() Īudiences spend nearly 90 million hours a month engaging with our category-defining brands - NowThis, the no. We reach over 80% of Americans in their 20s every month. , Group Nine’s brands are built for the platforms where young people spend the majority of their time. Group Nine has the most optimistic, fast moving, deeply connected brands in the categories that matter NOW.Īs the #1 video publisher on mobile in the U.S.
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