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DPS recap: Vox Media taps Wright’s Media to take over content licensing for three of its verticals


Content material licensing for 3 of Vox Media’s verticals will quickly be dealt with by Wright’s Media, an company that works with publishers to develop their licensing companies.

Wright’s Media can be in command of promoting badges and awards seals for The Verge, the Strategist and Polygon – Vox Media’s tech, purchasing and gaming publications, respectively – Eric Karp, Vox Media’s svp of name licensing, introduced on Monday on the Digiday Publishing Summit in Key Biscayne, Fla. The official announcement can be made on Oct. 1, he stated.

Wright’s Media was already working with The Dodo, Thrillist and PopSugar (previously Group 9 verticals, earlier than the merger with Vox Media that closed in February 2022), however The Verge, Strategist and Polygon’s content material licensing was being dealt with by one other firm. 

Vox Media’s expanded cope with Wright’s Media means the licensing company will quickly be tasked with the content material licensing companies of the six Vox Media verticals decided to have the “most business” alternatives in these companies, Karp stated in an interview. 

“We couldn’t have two partnerships,” Karp stated. “However greater than something, what we would have liked was one thing of a one-stop store, in order that we are able to share data and share greatest practices throughout all of the manufacturers.”

Vox Media has 5 model licensing companies along with content material licensing, together with model collaborations, fan merchandise, e book publishing, strategic advertising and marketing/promoting and retail applications, Karp stated onstage on the summit. Vox Media’s retail applications enterprise introduced a big deal between animal-focused vertical The Dodo and Walmart about two weeks ago to promote three choices: pet merchandise, pet insurance coverage (a program The Dodo launched about eight months in the past) and Walmart’s first pet subscription field, which turned out there this week.

A “badge” is commonly a brand that indicators a publication’s editors chosen and verified that product or firm as a “prime decide.” Wright’s Media’s position is to search out firms in related classes – equivalent to these talked about in that publication’s awards applications – who could be enthusiastic about paying to make use of the badges and logos as advertising and marketing on their web sites, bodily merchandise or in shops. Wright’s Media takes a fee from that deal, and the remainder goes to Vox Media, Karp stated. 

Karp declined to share Wright’s Media’s fee price. Nevertheless, he described the licensing enterprise as “very profitable” and a “very excessive profitability enterprise.” Karp declined to share how a lot income comes from licensing.

“There’s no price of gross sales to Vox Media for any of those transactions. It’s a direct, even contribution – each single greenback. It’s all revenue contribution,” he stated. 

Not like an promoting deal – the place Vox Media is obligated to create content material and distribute it throughout its platforms – “there’s no price of gross sales towards badges as a result of we’re simply delivering a digital asset,” Karp stated.

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DPS recap: Vox Media taps Wright’s Media to take over content licensing for three of its verticals



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