SlideShare a Scribd company logo
AUDIENCE
DEVELOPMENT
ISOJ 2015
WHAT IS THE VERGE?
The Verge was founded in 2011 in partnership with Vox Media, and covers the intersection of technology,
science, art, and culture. Our mission is to offer in-depth reporting and long-form feature stories, breaking
news coverage, product information, and community content in a unified and cohesive manner. The site is
powered by Vox Media's Chorus platform, a modern media stack built for web-native news in the 21st
century.
TECH SCIENCE ENTERTAINMEN
T
CARS
WHO IS OUR CURRENT AUDIENCE?
19% FEMALE
81% MALE
18-24 25-34 35-44 45-54 55-64 65+
GENDER AGEDEVICE
DesktopMobile
Tablet
The majority of current Verge readers are men aged 25 to 34 — which is a valuable but narrow niche. Our
major audience development opportunity for the next 12 months is to attract a dedicated female
readership. To get there, we will need to continue investing in new voices and coverage areas, and
carefully consider the strategies for each of our distribution platforms.
THE OLD PLATFORM MODEL
The traditional website model is to drive as many people as possible to your site from search, social, and
referrals and collect the ad revenue. But these days, it’s a lot more complicated. Fans expect the content to
come to them on whatever platform they’re most comfortable reading, watching, or commenting. Our on-
site and off-site audiences are increasingly distinct.
NEWS VIDEO LIVEBLOG
S
GALLERIES FORUMS
THEVERGE.COM
WHERE OUR AUDIENCE IS NOW
The Verge posts daily to ten different social platforms, each with its own audience and its own interests.
This involves careful curation of what stories are right for what channels, and often involves writing new
copy, sourcing new images, and making on-the-fly social videos.
What makes it worth it? In terms of demographics and usage habits, we know that the overlap of active
users between platforms is relatively small. And with Facebook skewing increasingly older,* the only way to
reach younger readers is through platforms like Snapchat and Instagram.
WHAT THAT MEANS FOR VIDEO
THE VERGE HAS A SKILLED VIDEO TEAM INTEGRATED DIRECTLY INTO EDITORIAL. FOR US, IT’S
NOT A QUESTION OF PRODUCING QUALITY VIDEOS BUT OF ENSURING DISCOVERABILITY.
YouTube
TheVerge.
com
Facebook
SNAPCHAT LIVE VIDEOPRODUCED VIDEO
ADAPTING A VIDEO TO FACEBOOK
THIS WAS RECUT FROM A LONGER FEATURE WITH NEW VO AND INTEGRATED TEXT FOR SILENT
AUTO-PLAYS IN NEWSFEED. IT DID 650K VIEWS ON FACEBOOK, VS. 250K ON YOUTUBE.
HOW A STORY COMES TO LIFE
FOR ONE STORY, WE OFTEN MAKE AS MANY AS FOUR DIFFERENT CUTS OF A VIDEO TO REACH
SPECIFIC AUDIENCES ON EACH CHANNEL — PLUS GIFS, PHOTOS, SNAPS, & LIVE PERSICOPE
DEMOS.
HOW A STORY COMES TO LIFE
EVEN FOR STORIES WITHOUT ORIGINAL VIDEO, WE WILL CAREFULLY CURATE IMAGES, GIFS, AND
QUOTES FOR SOCIAL PROMOTION, SUCH AS TUMBLR GALLERIES.
NOT DEPENDING ON ONE TRAFFIC SOURCE
Overall, The Verge maintains steady
traffic by not depending exclusively on
any one distribution platform. We pay
as much attention to SEO as we do to
social, and we invest heavily in new
social platforms even when they don’t
directly contribute to site traffic. A
Verge reader or video viewer is a
valuable part of The Verge’s audience,
wherever that interaction happens.
32%
SOCIAL
30%
ORGANIC SEARCH
21%
DIRECT
17%
REFERRAL
<1%
OTHER
32%
30%
21%
17%
THANK YOU

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Havlak

  • 2. WHAT IS THE VERGE? The Verge was founded in 2011 in partnership with Vox Media, and covers the intersection of technology, science, art, and culture. Our mission is to offer in-depth reporting and long-form feature stories, breaking news coverage, product information, and community content in a unified and cohesive manner. The site is powered by Vox Media's Chorus platform, a modern media stack built for web-native news in the 21st century. TECH SCIENCE ENTERTAINMEN T CARS
  • 3. WHO IS OUR CURRENT AUDIENCE? 19% FEMALE 81% MALE 18-24 25-34 35-44 45-54 55-64 65+ GENDER AGEDEVICE DesktopMobile Tablet The majority of current Verge readers are men aged 25 to 34 — which is a valuable but narrow niche. Our major audience development opportunity for the next 12 months is to attract a dedicated female readership. To get there, we will need to continue investing in new voices and coverage areas, and carefully consider the strategies for each of our distribution platforms.
  • 4. THE OLD PLATFORM MODEL The traditional website model is to drive as many people as possible to your site from search, social, and referrals and collect the ad revenue. But these days, it’s a lot more complicated. Fans expect the content to come to them on whatever platform they’re most comfortable reading, watching, or commenting. Our on- site and off-site audiences are increasingly distinct. NEWS VIDEO LIVEBLOG S GALLERIES FORUMS THEVERGE.COM
  • 5. WHERE OUR AUDIENCE IS NOW The Verge posts daily to ten different social platforms, each with its own audience and its own interests. This involves careful curation of what stories are right for what channels, and often involves writing new copy, sourcing new images, and making on-the-fly social videos. What makes it worth it? In terms of demographics and usage habits, we know that the overlap of active users between platforms is relatively small. And with Facebook skewing increasingly older,* the only way to reach younger readers is through platforms like Snapchat and Instagram.
  • 6. WHAT THAT MEANS FOR VIDEO THE VERGE HAS A SKILLED VIDEO TEAM INTEGRATED DIRECTLY INTO EDITORIAL. FOR US, IT’S NOT A QUESTION OF PRODUCING QUALITY VIDEOS BUT OF ENSURING DISCOVERABILITY. YouTube TheVerge. com Facebook SNAPCHAT LIVE VIDEOPRODUCED VIDEO
  • 7. ADAPTING A VIDEO TO FACEBOOK THIS WAS RECUT FROM A LONGER FEATURE WITH NEW VO AND INTEGRATED TEXT FOR SILENT AUTO-PLAYS IN NEWSFEED. IT DID 650K VIEWS ON FACEBOOK, VS. 250K ON YOUTUBE.
  • 8. HOW A STORY COMES TO LIFE FOR ONE STORY, WE OFTEN MAKE AS MANY AS FOUR DIFFERENT CUTS OF A VIDEO TO REACH SPECIFIC AUDIENCES ON EACH CHANNEL — PLUS GIFS, PHOTOS, SNAPS, & LIVE PERSICOPE DEMOS.
  • 9. HOW A STORY COMES TO LIFE EVEN FOR STORIES WITHOUT ORIGINAL VIDEO, WE WILL CAREFULLY CURATE IMAGES, GIFS, AND QUOTES FOR SOCIAL PROMOTION, SUCH AS TUMBLR GALLERIES.
  • 10. NOT DEPENDING ON ONE TRAFFIC SOURCE Overall, The Verge maintains steady traffic by not depending exclusively on any one distribution platform. We pay as much attention to SEO as we do to social, and we invest heavily in new social platforms even when they don’t directly contribute to site traffic. A Verge reader or video viewer is a valuable part of The Verge’s audience, wherever that interaction happens. 32% SOCIAL 30% ORGANIC SEARCH 21% DIRECT 17% REFERRAL <1% OTHER 32% 30% 21% 17%

Editor's Notes

  1. Not pictured: video and features, which span every major topic. Also call out EVERYTHING IS A TECH STORY.
  2. Note, NEW sessions specifically
  3. http://www.adweek.com/news/advertising-branding/new-social-stratosphere-who-using-facebook-twitter-pinterest-tumblr-and-instagram-2015-and-beyond-1622
  4. Snapchats = 15K views / snap. Periscope = 2K concurrents (Ellen did 4K concurrents on her show)
  5. WE ARE EVERYWHERE. #1 search result for “Apple Watch review”… for a week.
  6. Healthy, diverse range of traffic sources.