Branding in a Digital Age
Vox exec says audience wants smart reporting, advertising
WASHINGTON -- Any foodservice operator or convenience-store retailer hoping to deliver a brand message via today’s digital universe ought to think about content quality and platform delivery, according to a digital-media executive speaking at Winsight’s annual FSTEC foodservice technology conference.
Presenting in a general session before about 500 people attending the annual foodservice-technology conference, Marty Moe, president, Vox Media, Washington, said the two things that have distinguished his five-year-old digital-media company have been the quality of the writing across numerous general-media categories—dining, fashion, news, technology and sports—and special attention to the distinct social-media platforms (Facebook, Twitter, Snapchat and even Amazon) are key to successfully garnering audiences in a digital age.
He spoke of his media products garnering 165 million readers a month, going up to 300 million if he adds in social-media platforms.
“There was a time when [print] dollars became digital pennies, when unpaid writers produced [low-quality] content,” Moe said. “We felt we could produce high-quality content at a scale that would generate a great audience, one looking for original, beautiful content.”
In turn, he said the advertising and brand-building messages had to be “as smart and as beautiful” as the editorial content. Moe said his company built a video studio to help create the kind of quality visuals required of his digital-media brands.
In his stable are online websites aimed at enthusiasts and educated readers on any number of fronts, including consumer technology, video games, dining, architecture, real estate and general news.
“Technology these days is a central, cultural force in the way music was in the 60s,” Moe said. “We see Verge [our technology website] as what ‘Rolling Stone’ was for that generation.”