Vox.com, first introduced as Project X, is a brand new media website for explanatory journalism. It is the brainchild of Ezra Klein, the startup’s editor-in-chief and former blogger and columnist for The Washington Post. Its goal, as stated online “isn’t just telling you what just happened, or how we feel about what just happened, it’s making sure you understand what just happened.” In this era of the transition of journalism to digital forms and online news startups, the major question for Vox.com is whether it has the potential for success.
Vox.com has a niche, which will help it stand out amongst competitors and show that it can produce original content. Its mission in being a “general interest news site for the 21st century” will be conducted by explaining the issues that are in the news and evaluating how well reporters understand their beats and communicate them to their audience. In addition to its explanatory pieces, the site will include its own reporting. Its reporting will act as a “primary tool” for understanding and staying on top of issues covered.
At first, one might think of all the explanatory pieces as uninteresting or dragged out; however, Vox.com has an answer to this concern. The stories about subjects that are not appealing to readers but are important, otherwise known as “vegetable” or “spinach” stories, drive the site. Its view is that there is no topic that can’t be made important to the audience, and if it is not, that is a failure on the part of the writers. The site states, “Vegetables can be cooked poorly. But they can also be roasted to perfection with a drizzle of olive oil and hint of sea salt.” This highlights the confidence Vox.com has in its ability to make its content interesting, a key point that could help persuade and maintain initial investors in the startup.
How exactly will Vox.com attempt to achieve its goal? The startup is prepared to experiment in how it delivers its content. It expects to produce feature articles, traditional news pieces, question and answers, frequently asked questions, videos, visualizations, and faux-conversations. Vox.com will try out different formats, story-telling devices, and different technologies. For instance, it has anticipates gaining a presence on Facebook, Twitter, LinkedIn, Instagram, Google Plus, and YouTube. So far, its Instagram account features charts, maps, and graphs on subjects such as world superpowers, climate change, food insecurity, and jobs, reflecting Ezra Klein’s posts on Wonk Blog that often featured graphs. This willingness to adapt is an appeal to its potential audience.
Vox.com strongly encourages feedback from its audience to offer tips, suggestions and advice. This will be taken into account in determining which platforms and styles for providing content work best. Plus, adaptability is a characteristic that investors will move likely favor because it shows that the site can be versatile in order to have staying power. It shows that Vox.com is dedicated to its future success, rather than remaining in the past. It’s new, so it does not have to worry about maintaining traditions.
Despite its own ambitious prospects, Vox.com has already been met with some critiques. Conservatives have labeled it as left-wing propaganda. Should such criticism be taken seriously? Not yet. Vox.com is new, and although it has content out on YouTube and social media outlets, it only has a few pieces on the site so far. The site diverts visitors to social media and says, “More soon.” Any judgment made about it should be made when it is working in full-force and has its full staff.
It should be noted that on one polarized issue covered so far, the individual mandate of the Affordable Care Act, no language stood out that favored any side of the political spectrum. It used clear, simple language in a short, colorful video to explain a topic that has been the center of so much debate since the law was passed, which I sincerely think would help others understand it.
Vox.com is clearly taking advantage of the digital age and online journalism. Along with using multiple platforms, it has carried a digital mentality from the start. Ezra Klein, Matthew Yglesias, and Melissa Bell, leaders of the startup, went to Vox Media to put the idea in motion. Vox Media is a technology-driven media company, which, according to Melissa Bell, will allow the site to have the ability to move fast. This could be another point that appeals to startup investors.
The focus on digital platform takes away constraints on the amount of information published seen in print, said Ezra Klein. Print publications have to control word count and page space to save money and room for advertisements. A web page can essentially use as much space as it needs. Vox Media is the parent of other niche-based online outlets such as SB Nation for sports and The Verge for technology news and culture. In total it owns and publishes six brands in distinct categories, including design and real estate, gaming, dining and nightlife, and fashion. For this, Vox Media appears to be a company that understands the necessity of having an exclusive specialty to attract particular readers, to the advantage of Vox.com.
Ultimately, Vox.com has a fighting chance as a news startup. It is in its own category and will have its own style of delivering the news when it is fully up-and-running. Its intended functions include ways that will appeal to both investors and its potential audience. From what it has shown so far, it does make news topics clearer without any misleading jargon.