Each generation has media brands that define the medium on which they were built. Vox Media is unique among their competitive set in that they’ve focused on creating a portfolio of large individual media brands, rather than taking a hub-and-spoke approach, each driven by smart digital voices — e.g. Ezra Klein, Kara Swisher, Nilay Patel — and united by a single platform that has allowed them to create authority, content efficiency and scale.
In this discussion with Jonathan Hunt, Vox Media’s VP of Global Marketing and Communications, we discussed the upsides and trade offs of using this model for building a media company, off platform investment, monetization and measurement in a distributed world.
- There are a few different models for building media brands that matter, each with their upsides and shortcomings.
- The rise of platforms of all kinds have redefined what it means to be a media brand today. While it’s helping media companies reach more audience it’s also brought a new set of challenges: monetization and measurement. How are media companies addressing both?