Digiday Publishing Summit: Prices rise Aug. 5

Hear from execs at The New York Times, Thomson Reuters, Trusted Media Brands and many others

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!”

https://digiday.com/?p=71388

More in Media

What talent booker Joanna Jordan can teach about leading in media transformation

Whether it was Netflix transforming to content powerhouse or a Hollywood labor disputes fueling the creator economy, Jordan has found herself ahead of the curve.

Nielsen’s RealEyes partnership offers an outcomes measurement solution

Nielsen announced the first of a few moves toward determining outcomes in media consumption, as the industry aims to get a better idea of what advertising actually works rather than just whether viewers saw the ads

Dotdash Meredith’s rebrand to People Inc. formalizes a post-search media strategy

Dotdash Meredith’s (DDM) rebrand to People Inc. reorients the company around its flagship publication, and is the start of a more concerted effort to grow the publisher’s core titles.