Vox Is the Conde Nast for Next Generation: CEO

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July 1 (Bloomberg) -- James Bankoff, Chief Executive Officer and chairman at Vox, talks with Erik Schatzker about new branding opportunities created by digital media, their focus on transforming news presentation for an online audience and the importance of social media platforms in growing their brands. He speaks from the Aspen Ideas Festival on “In the Loop.”

Digital content is anybody i can think of.

I think i know what buzzfeed is, what clock -- gawker is, but what is vox?

We create media brands, high-quality, large media brands like the ones you mentioned, for new generation of consumers prefer to consume their content digitally.

If you think about it in a simple way, great magazine companies like "timing" and great cable companies like usa networks or disney, now we are creating new media titles in the same way.

And we're doing it within this medium as opposed to cable or magazines, obviously.

It's funny you mention condon asked because they operated a portfolio of magazines.

The people know them better for vanity fair or "folk." do you see yourself more as digital publishing as opposed to say the kind of company that "feiss" is becoming?

We think spnation, you can command more authority.

We don't want to be another portal where everything is just general.

We believe individual variance -- rinse convey and their subject matters.

We hire subject matter experts.

An important thing is, we hire web native content creators, journalists, storytellers, then empower them with tools to grow their audience.

If a digital publishing platform.

The commendation of that and our talent have led to our big growth.

You see your talent, as you describe them, as journalists, right?

Yes.

Journalists, storytellers.

In a digital world, how do you pay for good journalism?

U.s. dollars.

No, seriously, it is a model that can support itself.

What is interesting, big brands, and we work with most of the big ones, have the same challenge that we have, which is to communicate with digital audiences to tell them stories, to build their brands.

How do you build a brand?

You do it with storytelling.

As her audiences migrate online, that the same challenges.

Our business model is to help them tell their stories to predominantly young, affluent audiences and craft that for them.

I get the idea of content specific brands, but what doesfeed and vice to draw contrast seems to have done successfully is create brand awareness through attitude.

And an attitude that permeates all of their coverage.

Why does that approach not appeal to you?

Each one of our brands has their own attitude.

If you talk to someone who goes to spnation or the verge, those brands have distinct voices.

That is critical.

You have to have that distinct voice.

By the way, that adds up to over 85 million unique visitors every month, so it has grown and done very well.

We do have our attitude, but it is more rooted in quality and authority.

There was a period where a lot of web content could not be trusted, and we wanted to bring back that trust and quality.

In doing so, blue chip advertisers can trust us and spend with us.

Why is it its own category does very well.

We're not a portal.

You can't -- you can go to vox beta.com, but that is not one of our brands.

We put the emphasis on each one of our titles as opposed to a corporate entity itself.

How much of your traffic is through social referrals?

Somebody reads something on twitter or see something on facebook and ends up at your site?

It is our number one traffic source.

Although, unlike a lot of other companies, we get a lot of direct traffic, two, and that speaks to the quality of the brand, the authority of the brands.

Once we get someone on facebook or twitter, they tend to come back to rugby to one of our sites.

We put a lot of emphasis on that.

We certainly use those new platforms to get big audience.

How do you see yourself growing, starting new sites, targeting a new audience doing it the greenfield way or by buying some of these existing businesses?

We're so glad we got them and now we can put them on the platform we manage and we're starting to see great growth because of that.

We might invest in under investor properties, but moreover, our model is to grow our existing sites.

Vox, which is our general new site, just launched the -- 2.5 months ago.

It gives us a lot of confidence that we can grow properties from the ground up.

Most of what you do is, for lack of a better term, in text.

What is the future of video for vox media?

Of law what we do is in video.

It is a good question -- a lot of what we do is in video, so that is a good question.

We work with some very talented creators on youtube and other platforms.

And we also work with marketers to help them tap into the video web and social web as well.

We are big-time believers in video.

If our to draw an analogy, i was a we were closer to the cable company than a magazine company.

We believe in it, but we believe in finding the right tools to tell the right stories.

Sometimes that is video and sometimes that is text, often it is, nation.

Thank you, jim bankoff,

This text has been automatically generated. It may not be 100% accurate.

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