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Differentiate from being ‘another’ topical reporting site by shifting towards lifestyle

Nieman Lab

Justin Ellis writes about The Verge’s efforts to become “more than a [another] technology site” in a crowded field. Staff are expanding beyond the one topic (technology) to cover subjects associated with the audience who reads the main content. This expands the site’s reach (and attractiveness to advertisers). Said Vox Media CEO Jim Bankoff, “Though it really covers technology, it’s a lifestyle site for people who are curious about the changes in the world around them.” Said its editor: “We want to use technology as a way to define pop culture, in the way Rolling Stone used music and Wired used the early Internet.”

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