Headlines about the digital media business are grim.
Facebook’s improvements to its News Feed threaten publishers’ traffic in addition to revenue. BuzzFeed in addition to Vice both reportedly missed their revenue targets last year. in addition to last year Mashable sold for just $50 million, a fraction of its onetime valuation.
nevertheless Vox CEO Jim Bankoff says of which company can be bucking the trend, with traffic to Vox Media brands up 20% This specific past January compared to the prior year. At the Code Media conference in Huntington Beach, California, he discussed on Tuesday how his portfolio of digital brands — like Curbed, Eater, in addition to SB Nation — are better equipped to navigate the quickly changing landscape. His strategy: “Offering marketers a one-stop shopping for display media” across platforms, without relying too much on Facebook.
Bankoff said Vox will benefit by Facebook’s push away by “fake news in addition to fake views,” in addition to towards quality content in addition to interactions. “I think those of us who use Facebook know of which they had been favoring these low or empty calorie videos where This specific was a lot of eye candy.”
“The goal was to get you to stop in your feet in addition to watch a video in addition to you’d see content companies bragging about ‘we’ve got a million views,’ nevertheless This specific was all inflated, This specific truly wasn’t adding value to the Facebook experience,” said Bankoff.
“I don’t blame [Facebook] for tapering down of which stuff. When [Facebook executive] Campbell Brown appeared on our stage [Monday] at Recode in addition to Code Media she talked about how Facebook can be going to value quality news. We produce quality news so we think we’ll be okay.”
While Bankoff believes Vox will be okay with Facebook’s completely new algorithms, he said he has always taken a multi-platform approach. In addition to Facebook, Bankoff works with Google as well as Apple news, in addition to more recently has struck a partnership with Netflix for the Vox brand in addition to PBS for the Eater brand.
“You’ll probably see us producing less content of which can be hosted on Facebook just on spec because Campbell can be right – its unreliable monetization in addition to promotion. nevertheless This specific’s a very big audience of which has shown of which they love the work we produce so were going to continue to work with Facebook, make sure our stuff can be surfaced well,” he said.
In light of the criticism Facebook in addition to YouTube have faced from the past year over issues of “brand safety,” Vox can be working to partner with some other companies to give advertisers both quality content in addition to reach.
“Even our scale can be not enough so we’ve partnered with NBC, Brit + co, Flipboard, a lot of some other great companies. in addition to we are coming together where we can provide quality in addition to scale, predominantly in video in addition to mobile,” he said.
“Obviously there are huge dollars going to Facebook in addition to Google nevertheless there are some other alternatives where you can get quality in addition to scale in addition to performance.”
Disclosure: CNBC parent NBCUniversal can be an investor in Recode’s parent Vox Media. Recode in addition to NBC have a content-sharing arrangement.