For all the hype that media loves to shower on itself, vertical media companies, outlets and startups are the invisible middle child that everyone ignores. Even media reporters writing at vertical media outlets ignore it, while using those platforms to talk about the same five BuzzVoxViceQuartz538Gawker & the ilk.
I have written previously about my love for verticals — after all I have built my life in them — and companies and sites I admire that are taking a vertical focus and building long-lasting loyalties way beyond the flavor-of-the-day types.
Verticals, the real ones, are focused on subject matters where professionals build careers in, or enthusiasts spent their lives in being obsessed about. By definition, these are specific niches, but businesses being built on top of these don’t have to be.
As someone who spent a decade building and growing the vertical media stacks of Curbed, Eater, and Racked, I couldn’t agree more. In his post, Rafat rattles off a bunch of vertical media companies that he loves. Here are some of mine, in no particular order: Pando (Sarah Lacy’s Silicon Valley events and media company); Apartment Therapy (Max Ryan’s interiors site); Food52 (Amanda Hesser’s impressive recipe-cum-commerce hub); MediaRedef (Jason Hirschorn’s growing curated email newsletter empire); and Skift (Rafat’s own travel intelligence and events concern).
Each of these sites does what a strong vertical media company should do: deliver an insane depth of knowledge about its world, and, in many cases, creates ways for people who live in the penumbra of that world to meet up in real life and/or transact commerce in a very specialized way (such as with Food52′s Provisions store, which feels like shopping alongside Amanda Hesser herself).
Separate from Rafat’s post, I’ve been thinking about verticalized media as it relates to Vox Media. Despite Rafat lumping Vox in with a bunch of other horizontal media plays at the start of his post, I think one of the core advantages of a model like Vox’s (or Gawker Media’s) as compared to, say, the Huffington Post, Buzzfeed, or Mashable, is that our verticals can stay mostly verticalized, whereas more horizontal media companies need to expand their purview significantly in order to increase audience. Refinery 29, one of the leading fashion websites, has been doing this aggressively over the past few years, branching out into food and drink and movies and TV coverage, among numerous other subverticals. It’s not necessarily a bad thing to give a rabid audience more of what they want, and R29 has a pretty good filter for this sort of thing. But I also think a brand like R29 risks losing its authority in its original vertical when the site that was once the best place about one thing becomes yet another site about everything.
An interesting Digiday story that came out this morning about The Verge illustrates this same tension inside Vox Media:
The Verge may have been founded as a competitor to tech sites like CNet and Engadget, but it’s now eyeing newer, bigger targets: lifestyle publishers like Rolling Stone and Vice. Since its launch in 2011, the Vox Media tech site has extended its editorial coverage beyond technology to culture, science and even general news. This has all been in the hopes of building its audience beyond gadget enthusiasts and attracting more lifestyle-oriented advertisers.
In its most recent move, the site hired Grantland culture editor Emily Yoshida to build out the its coverage of movies, television and music. The Verge is also putting the finishing touches on an automotive and transportation section, which will push its coverage boundaries even further.
Listening to Verge editor-in-chief Nilay Patel explain it, the purview of The Verge isn’t so much “technology” as it is “the future.” Which helps explain the filter The Verge will use to expand its coverage into areas like entertainment and automotive. The risk is that in doing so, The Verge loses touch with the core of what makes it so great — and its fans so passionate about it. Nilay and the team are aware of this risk, and I believe they’ll manage it successfully. (I also could not be more excited about The Verge’s addition of Emily Yoshida to its team; she’s going to kill it.) But it’s a risk worth remembering and revisiting as The Verge grows.
Meantime, Rafat’s planning to assemble a bunch of folks obsessed with vertical media — including me — next month in New York City. He’s calling the undertaking the Verticals Collective, and hey, you know it’s serious because he’s even got a website for it up and running. If any of what I’ve written about here touches a nerve, join us. I expect the conversation will be illuminating — and oh so very vertical.