![]() ![]() 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. In the wake of surprising media mergers, purchases, emerging platforms and inevitable closures, digitally focused firms have turned to consolidating brands. ![]()
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