LAST CHANCE:

Nine passes left to attend the Digiday Publishing Summit

SECURE YOUR SEAT

Vox faces Twitter backlash over Gwyneth Paltrow ‘explainer’

The backlash has begun.

The 4-day-old Vox Media news site launched with lofty ambitions of tackling subjects that really matter (“the spinach,” they call them) and making them interesting through the use of technology and a variety of story formats. Led by editor Ezra Klein, a former star policy blogger at The Washington Post, Vox came out of the gate with explainers on topics like Crimea, bitcoin and income equality.

“We want to create the single greatest resource available for people to understand the issues that are in the news,” Matt Yglesias, Vox’s executive editor, said at the time.

Try telling that to Twitter. Vox was lambasted in a barrage of snarky tweets Thursday for falling short of its lofty goals for the explainer, “9 questions you were too embarrassed to ask about Gwyneth Paltrow.” (First question: Who is Gwyneth Paltrow?)

Vox doesn’t let people comment on its site, so the disgruntled turned to Twitter en masse to express their feelings. (Klein said that comments would be coming to the site in time.) A sample of Twitter’s conscious dismantling:

Pieces like this are inevitable, perhaps, as journalistic ambitions meet the hard reality of the click-hungry Internet. Advertising-based sites like Vox have to build a big audience on which to sell ads, and explainers on Obamacare and fracking alone are probably not going to do it. So stay tuned and maybe next week you’ll see the Vox headline: “9 Lessons We Learned from That Silly Gwyneth Paltrow Explainer — with Extra Sideboob!”

More in Media

Substack creators attribute their boost in subscribers to the platform’s community tools

Substack’s ongoing efforts to win over creators by becoming a community platform are winning over writers who value being part of a vibrant creative community.

Media Briefing: Here are the hurdles to Perplexity’s pitch as the publisher-friendly LLM

Publishers are cautiously optimistic about Perplexity’s new revenue share model, but remain concerned about issues of adoption, payment terms and transparency.

How Gabriella Gomez built a six-figure career on TikTok Live without signing sponsorship deals

Top U.S. TikTok Live star Gabriella Gomez has made livestreaming on TikTok into a lucrative career — without relying on brand partnerships.