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Presentation of the article, “Vox Media Is Raising $100 Million From Penske Media" By
Benjamin Mullin and Katherine Rosman
Name
Date
Number
Why I chose the article
Numerous media businesses' success has been greatly attributed to their use of digital
marketing methods. Due to the article's great relevance to the present issue about digital
marketing as well as its consideration of the effects of a special investment inside the media
industry, I chose it. Mullin and Rosman highlights some of the expansion strategies that Vox
Media has used to penetrate in this highly competitive market. Through the article, the readers
can get briefed about the different acquisitions that the company has made. Through the article, I
now have the ideal opportunity to comprehend the changes that the digital media landscape is
undergoing, which is essential for learning how to interact with potential consumers and develop
powerful digital marketing tactics.
Summary of the article
This article stipulates about Vox Media on how it raised a hundred million dollars from
Penske Media. The article highlights that Vox Media is the owner of tech site The Verge and the
media publication, The New York Magazine. Due to the transaction, Penske Media will hold
20% of Vox Media, making it the company with the most ownership. This agreement represents
a big decrease from Vox Media's previous capital cycle in 2015, when NBCUniversal invested
and the company was valued at one billion dollars. The author further notes that the increasing
overcrowding within the media industry has led to the reduction of the value of the companies
within the sector. The author also noted that despite that occurred, the companies will continue
operating independently, and can only cooperate where both companies benefit. Vox Media is
working on diversifying its revenue streams, such as digital subscriptions and e-commerce, in
order to lessen its reliance on advertising.

The event's key stakeholders and primary takeaways for them
The primary stakeholders of this event are the two companies involved - Vox Media and
Penske Media. For Vox Media, the primary takeaway is the $100 million investment from
Penske Media, which will provide the company with additional resources to develop new lines of
revenue, pursue potential acquisitions, and tap into Penske Media’s expertise and experience in
events, such as South by Southwest. For Penske Media, the primary takeaway is the 20%
ownership of Vox Media, which gives the company access to a variety of digital media
properties and further entrenches them as a leader in modern media.
How the underlying issue relates to digital marketing
This occasion emphasizes how crucial strategic alliances are in the world of digital
media. It's crucial to develop alliances that can give you access to resources, knowledge, and new
markets as the market for digital media enterprises become more crowded and competitive. This
incident also serves as a reminder of the necessity for digital media organizations to diversify
their revenue streams and concentrate on creating new ones like digital subscription and e-
commerce. It directly relates to the digital marketing by illuminating on how businesses can
leverage strategic partnerships to penetrate into new markets as well as reach new audiences, an
aspect that aids in the opening up of new and efficient marketing strategies. This is illustrated by
the partnership by Penske Media and Vox Media.
Relation of the article to other articles
Vox Media has reportedly been working to broaden its revenue streams in recent years,
according to a Axios Media Trends article written by Fischer (2021). The business has moved
away from dependence on advertisements and has been creating new goods and services
including events, e-commerce, and membership programs. The business has also been
concentrating on investing in audio and video content and looking into gaming-related potential.
In another research, it was estimated that the media industry might further increase its growing
rate, and through the assimilation of video and audio content leading to the formation of a new
segment. Therefore, Vox Media will have the possibility of ruling the streets in terms of this new
revenue stream.
My own interpretation of the issue
This venture is encouraging for the digital media sector since it demonstrates that despite
the present economic slump, businesses are still eager to invest in digital media firms. Due to the
fact that both businesses will have access to each other's resources and skills, this relationship
also has the potential to create new opportunities for both businesses. Having noted this, it is
crucial for digital media organizations to keep concentrating on diversifying their revenue
streams and creating goods and services that cater to contemporary consumers' needs. This seems
these are not the only investments by Vox Media we will see in the future, as many more might
occur based on the current trend. This also reflects what is taking place across the industry as the
different companies are striking at the minimal opportunities to maintain their competitiveness in
the market.
Reference
Fischer, S. (2021). Scoop: Vox Media Studios targets $100 million in 2021 revenue. Retrieved
from https://www.axios.com/2020/12/15/vox-media-studios-revenue
Mullin, Benjamin and Katherine Rosman. “Vox Media Is Raising $100 Million From Penske
Media.” The New York Times, The New York Times, 18 June 2020,
https://www.nytimes.com/2023/02/06/business/vox-penske-media.html

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Presentation of the article, “Vox Media Is Raising $100 Million From Penske Media" By

Benjamin Mullin and Katherine Rosman

powerful digital marketing tactics.

Summary of the article

order to lessen its reliance on advertising.

properties and further entrenches them as a leader in modern media.

How the underlying issue relates to digital marketing

the partnership by Penske Media and Vox Media.

Relation of the article to other articles

My own interpretation of the issue

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