“The next generation of category-leading media brands are being built right now,” Vox CEO Jim Bankoff told me in an email, “just as magazine titles and cable networks about sports and news and food took root in previous generations and ultimately created great value.”
So how’s Vox going to make enough money to justify it?
Vox Media wants to be seen as a new-age Time Inc. — a media powerhouse with a lineup of high-quality publications that advertisers want and need to align themselves with. Vox’s titles are The Verge, Eater, Curbed, SB Nation, Polygon, Racked, and its newest, Ezra Klein’s Vox.
What will differentiate Vox Creative from the competition, Bankoff said, are Vox’s software platforms and creative minds. (Its web site says the unit “extends the exact same tools and capabilities to our partners as we do to our own media brands.”)
Like an array of other media companies, Vox is also seeking to produce marketers’ live events and help them publish their own content.