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The Verge

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The Verge (trademarked in capitals as THE VERGE[1]) is an American technology news and media network operated in partnership with Vox Media with offices in Manhattan, New York.[2] Along with publishing news items, long form feature stories, product reviews, podcasts, and an entertainment show, the network reports not only on current technology news, but also on how technology affects society and popular culture.[3][4]

Built on Vox Media's content delivery platform, The Verge harnesses a social community element and uses video extensively.[5] Access to the network's online content is financed through advertising and sponsorship. The network is managed by its editor in chief Joshua Topolsky and Vox Media's chief content officer Marty Moe. [6]

The publication competes with similar technology news networks Engadget, Gizmodo, Mashable, CNET, Wired, SlashGear, and TechCrunch.

History

Founding

On April 3, 2011, The New York Times posted an article on their website announcing that "eight of the more prominent editorial and technology staff members at Engadget have left or are leaving AOL and are about to build a new gadget site".[7] The group included former Engadget editor in chief Joshua Topolsky, managing editor Nilay Patel, editors Paul Miller, Joanna Stern, Chris Ziegler, and Ross Miller, product manager Justin Glow, and developer Dan Chilton.[7][8][9]

Many believed that the mass exodus from Engadget was primarily caused by an internal memo distributed by AOL which detailed "The AOL Way". The 58-page document outlined a series of plans to turn AOL into a media empire. Courtney Boyd Myers of The Next Web suggested that AOL was destroying journalism for page views and that it would be difficult for the organisation to apply a "one size fits all" business model to an organisation consisting of a collection of semi-autonomus acquisitions.[10]

In discussing the matter on his blog, Paul Miller wrote, "It doesn’t take a veteran of the publishing world to realize that AOL has its heart in the wrong place with content. As detailed in the “AOL Way,” and borne out in personal experience, AOL sees content as a commodity it can sell ads against. That might make good business sense (though I doubt it), but it doesn’t promote good journalism or even good entertainment, and it doesn’t allow an ambitious team like the one I know and love at Engadget to thrive".[11] Not all members of the group were so forthcoming about their discontent with AOL. Stern simply tweeted "I wrote a long personal blog post about the fact that yesterday was my last day at Engadget, but I decided to just tweet this instead".[12] All Things Digital suggested that Topolsky and Patel's departures were largely due to "the challenges of working within a large corporate entity".[13] Topolsky's departure is now thought to relate more to operational constraints than editorial issues: “We have been working on blogging technology that was developed in 2003, we haven’t made a hire since I started running the site, and I thought we could be more successful elsewhere”.[14]

Jim Bankoff, chairman and CEO of Vox Media has spoken publicly of the benefits of developing a consumer technology media brand and expanding Vox Media's reach. In an interview with Beet.tv he said, "All along, the SB Nation model as you know has been about sports and that continues to be our big push with great growth but when we thought to ourselves from an audience overlap perspective, from an advertiser overlap perspective what other categories could work well for us obviously consumer tech was another one".[15] Bankoff also talked about his desire to attract other Journalists and Bloggers outside of the sports medium to Vox Media, merging Vox Media's advanced technology with "outstanding" talent in order to aid growth and create a premier media company.

One of the key factors in Bankoff attracting the former AOL team to Vox Media was their content management system (CMS) which has been described as being one of the most advanced systems on the Internet. Michael Bean, founder of Vox Media's SB Nation sports blog Behind the Steel Curtain said of the platform, "the tools SB Nation gives us bloggers are incredible. The network's proprietary content management system [...] and the collaborative publishing aspects of the site (fanposts/fanshots) really make for a unique, social experience".[16] SB Nation's proprietary "StoryStream" generates individual permalinks for each update made to a particular story. These updates then populate a "stream" which are gathered on a single page.[17] "They’re building for the web as it is now. From the perspective of a journalist who also happens to be a huge nerd, that’s a match made in heaven. SBN isn’t just another media company pushing news out — it’s a testbed and lab for some of the newest and most interesting publishing tools I’ve ever seen." said Topolsky of the system. Development of the platform is led by Trei Brundrett Vice President of Product and Technology at Vox Media. The CMS serves nearly 17 million users and has allowed the company to expand from 100 blogs to over 300.[18][19]

After many rumors, Topolsky confirmed on Twitter on October 29, 2011, that the website will launch on November 1.[20][21]

Interim websites

This Is My Next

On April 4, 2011, Topolsky, Patel, and Miller established thisismynextpodcast.com as a platform to continue the weekly technology podcast they had made popular at Engadget.[22] Thisismynextpodcast.com also included a small amount of editorial and news though much of this was channeled through the team's personal websites and blogs.

On April 14, 2011, and after only ten days, thisismynextpodcast.com became thisismynext.com (This Is My Next). Announcing the change Topolsky wrote, "Originally, our plan was to keep covering news — the really notable and interesting bits at least — on our personal blogs. But it quickly became obvious to the team that that didn’t make a whole lot of sense, since it meant that people had to hunt around for content when we could give them a single, easily accessible place to find it.".[23] On October 7, Topolsky announced that they were going to update the website less frequently, in order to focus on the launch of The Verge[24]

The website was noted by TIME as being one of the best blogs of 2011.[25]

Branding

File:Serif Gothic Black.gif
ITC Serif Gothic Black

On July 18, 2011, "resident tech expert" Topolsky announced on NBC's Late Night with Jimmy Fallon that he and his team had developed a new technology news brand called The Verge.[26]

The logo mark was created by international design firm Area 17 and features a modified penrose triangle, an impossible object.[27]

Reaction to the mark was mixed when the brand was first unveiled. One prominent reviewer, Armin Vit, co-founder of graphic design firm and media publisher UnderConsideration said that "The wordmark is ripped right off Herb Lubalin’s playbook, typeset in a modified version of his own ITC Serif Gothic (Heavy) and then pimped with a ligature, just like Lubalin did in a 1978 ad [...] The icon isn’t that original either, it capitalizes on the ambiguous triangle trend that populates the pages of ffffound but, in its defense, it doubles as a “V” monogram so I’ll allow it. There is nothing wrong with mining the past, especially the 1970s-Herb-Lubalin past, as long as something new is being contributed or a clever twist applied. Here it’s just repetition."[28] Topolsky later commented on a blog post explaining the philosophy behind branding, comparing it "With the kinds of books and magazines I’m extremely fond of (and collect) — pulp sci-fi from the 60’s, 70’s, and 80’s. I wanted to bring some sense of that ethereal, psychedelic weirdness to what we’re doing."[29]

On September 30, 2011, Stern released the first video review branded with The Verge logo and styling. The video style relies heavily on 3D text and graphics to support the review. Text is made to look as though it is "floating in space" rather than a simple overlay as is often the case in videos of this type. 3D lines accompany the text and connect it to the review unit to illustrate size or pinpoint particular features. The video style was developed by Billy Disney who commented on the fact that he edits video for The Verge.[30][31]

Offices

On June 16, 2011, Patel announced on This Is My Next that the team was moving into new offices at 126 5th Avenue in Manhattan, New York.[32][33] The building is a 15 story neo-classical high rise property located a short distance from Madison Square Park.[34]

Content

Products

The 'products' section of the website hosts a large database of products akin to that hosted by CNet. The database allows readers to compare device specs and find out product availability.

Reviews

The reviews section of the site is split into to correlating sections 'category' and 'brand'. These sections allow users to sift through product reviews either sorting by product brand or looking up a category ie. laptops, tablet computers, cellphones etc. Reviewed products receive a 'Verge Score' out of 10 accurate to one decimal place so an item may for instance receive a score of 7.3.

Features

The features section simply lists the larger stories.

Podcasts

The Verge broadcasts a live weekly podcast. Like their previous podcasts, The Vergecast is fairly light in tone, with show hosts Topolsky, Patel, and Miller regularly falling off topic and discussing popular culture. Guests, usually from the editorial team, may often appear in the podcast and make contributions in their particular areas of specialization. The live podcast is broadcast using Ustream, a platform for lifecasting and live video streaming of events online. The Ustream network allows users to interact with one another and with show hosts through chat. After the live broadcast, an edited edition of the show is made available to download directly from the website and is usually featured within a post. Alternatively, episodes can be downloaded through iTunes, Zune, and RSS.

The inaugural episode was broadcast on November 4, 2011. Unlike many previous episodes, it included a video stream of the hosts.[35]

A second weekly podcast was introduced on November 8, 2011. Unlike The Vergecast, The Verge Mobile Podcast is primarily focused on mobile phones and hosted by Chris Ziegler, Vlad Savov and Dieter Bohn.[36][37]

On The Verge

On August 6, 2011, in an interview with Edelman, Marty Moe, publisher and co-founder of The Verge, announced that they would soon be launching The Verge Show, "a hip version of your favorite late night television show, with interviews of major technology leaders and luminaries, in-the-field segments, comedy, and analysis and discussion with the leading tech experts, with Josh Topolsky as our host and multi-media star". The article went on to describe plans to "create television programming that can be syndicated around the world".[38] After the site's launch, the name of the show was revealed to actually be On The Verge. The first episode was taped on Monday, November 14, 2011, with special guest Matias Duarte.[39]

Partnerships

BMW of North America

It was announced at launch on July 18, 2011, that The Verge was to be sponsored by BMW of North America.[40] In a press release, Vox Media Chairman and CEO Jim Bankoff indicated the significance of the partnership for potential advertisers, “Launching with a major partner such as BMW, the most innovative and sustainable premium automotive company in the World, it is clear that significant advertisers understand the potential of The Verge to appeal to a broad and influential audience”[6]

The Washington Post

On August 10, 2011, Topolsky announced that The Verge and The Washington Post were launching a technology content partnership to share original technology reporting, videos and podcasts.[41][42] According to a press release posted on Business Wire a "column will appear online Wednesdays and in the paper each Thursday - the day of the week consumers have grown accustomed to reading about new technology releases. It will focus on technology culture, trends and reviews.".[42]

Late Night with Jimmy Fallon

As Late Night with Jimmy Fallon's "resident tech expert", Topolsky has used his appearances on the show to make announcements about The Verge. In Episode 472 on July 18, 2011, in Topolsky's eleventh appearance on the show, he unveiled the "The Verge" brand and announced that the publication would launch in "early fall". On October 12, 2011, Topolsky quitely tweeted, "Hey guys, I'm on Late Night tomorrow! Been so busy I forgot to mention!"[43]. It was widely expected that he was going to announce the launch of the publication on that show with one user replying "To announce the launch of the Verge?!?"[44]. Instead Topolsky made reference to the fact that the publication would launch sometime "within the next few weeks".

Editors

  • Editor-in-chief, co-founder: Joshua Topolsky
  • Managing Editor: Nilay Patel
  • Senior Editors, Europe: Thomas Ricker, Vlad Savov
  • Senior Editors: Sean Hollister, Paul Miller
  • Senior Editor and Product Database Director: Ross Miller
  • Senior Mobile Editors: Dieter Bohn, Chris Ziegler
  • Senior Reviews Editor: Joanna Stern
  • Features Editors: Joseph L. Flatley, Laura June
  • Features Editor and Community Manager: Thomas Houston
  • Reviews Editor: David Pierce
  • News Writers: Tim Barribeau, Bryan Bishop, Eddie Fu, Jason Iu, Sam Sheffer, Jacob Schulman, Nathan Ingraham, Joseph Parish, TC Sottek
  • News Writers, Europe: Jamie Keene, Kevin Sexton
  • Video Producer: Chad Mumm
  • Associate Video Producer: Billy Disney
  • Product Database Manager: William Savona
  • Production Coordinator: Nina Sokoler
  • Podcast Producer: Trent Wolbe

Interns: Kim Abe, Patrick Austin, Gally Battat, James Brace, Joshua Cherkes, Erik Domnizky, Dante D’Orazio, Jonathan Eilenberg, Tyler Gold, James Ho, Omy Melo, Lucas Ogera, Alexander Roman, Gabriel Toledo, Chris Welch, Jack Wink, Raymond Wei

Publisher, co-founder: Marty Moe

Media

See also

References

  1. ^ Trademark information for THE VERGE from CTM - by Markify
  2. ^ This is my next project • Joshua Topolsky
  3. ^ Book Review: Ghost in the Wires by Kevin Mitnick with William L. Simon | This is my next
  4. ^ Richard Edelman - 6 A.M.: The Verge Is Coming
  5. ^ Richard Edelman - 6 A.M.: The Verge Is Coming
  6. ^ a b CORRECTING and REPLACING SB Nation Announces The Verge To Launch This Fall | Business Wire
  7. ^ a b Carr, David (3 April 2011). "No Longer Shackled by AOL". New York Times.
  8. ^ "Staff". SB Nation. Retrieved 2011-08-18.
  9. ^ "So, I no longer work for Engadget". Danchilton.com. Retrieved 2011-08-18.
  10. ^ Is AOL destroying journalism for page views? - TNW Media
  11. ^ "» Leaving AOL paul j. miller". Pauljmiller.com. Retrieved 2011-08-18.
  12. ^ http://twitter.com/#!/joannastern/status/52731217791041536
  13. ^ "Top 'Engadget' Editors Depart AOL Tech Site - Kara Swisher - News". AllThingsD. 2011-03-12. Retrieved 2011-08-18.
  14. ^ Carr, David (2011-04-03). "Team From Engadget Makes Jump to SB Nation". The New York Times.
  15. ^ Beet.TV: With Deep Pockets, SB Nation is "Building a Great Media Company" - Launches Interim Site for ex-Engadget Crew, Sets up Shop in NYC
  16. ^ Super Bowl Q&A: Michael Bean of Behind The Steel Curtain Provides Pregame Insight from Dallas, Blog | BallHyped Sports Blogs
  17. ^ The SportsStream Comes To SBNation | TechCrunch
  18. ^ Profile page for Trei Brundrett : SB Nation
  19. ^ SB Nation Network
  20. ^ With The Verge, SB Nation looks beyond just gadgets - Fortune Tech
  21. ^ Twitter
  22. ^ "Welcome to This is my next Podcast! | This is my next". This is my next... 2011-04-04. Retrieved 2011-08-18.
  23. ^ "This is my next… | This is my next". This is my next... 2011-04-14. Retrieved 2011-08-18.
  24. ^ "The Verge". This is my next... 2011-10-07. Retrieved 2011-10-07.
  25. ^ This Is My Next, Time.com. Retrieved July 2011
  26. ^ "Joshua Topolsky, Part 1 (7/18/11) - Video - NBC.com". Late Night with Jimmy Fallon. Retrieved 2011-08-18.
  27. ^ http://twitter.com/#!/joshuatopolsky/status/93205712771096576
  28. ^ Herb Lubalin Called, he wants his Typography Back - Brand New
  29. ^ The Verge Remixed
  30. ^ billyd.net - Billy Disney's digital scrapbook
  31. ^ Asus Eee Pad Slider Review - YouTube
  32. ^ This is my next Podcast live… tomorrow | This is my next
  33. ^ foursquare :: SB Nation HQ :: New York
  34. ^ 126 5th Avenue, New York City, U.S.A. | Emporis.com
  35. ^ The VergeCast, live at 6:30PM ET / 10:30PM GMT! | The Verge
  36. ^ The Verge Mobile Podcast 001 - 11.09.2011 | The Verge
  37. ^ The Verge Mobile Podcast, live at 4:30PM ET / 9:30PM GMT! | The Verge
  38. ^ "Richard Edelman - 6 A.M.: The Verge Is Coming". Edelman.com. 2011-08-02. Retrieved 2011-08-18.
  39. ^ . theverge.com. 2011-11-08 http://www.theverge.com/2011/11/8/2547883/on-the-verge-arrive-on-monday-november-14th-with-matias-duarte. Retrieved 2011-11-10. {{cite web}}: Missing or empty |title= (help)
  40. ^ "New Tech Gadget News Site Name: The Verge - Kara Swisher - Media". AllThingsD. 2011-07-18. Retrieved 2011-08-18.
  41. ^ "Announcing The Verge in The Washington Post | This is my next". This is my next... 2011-08-10. Retrieved 2011-08-18.
  42. ^ a b "The Washington Post and The Verge Launch Technology Content Partnership". Business Wire. 10 August 2011.
  43. ^ http://twitter.com/#!/joshuatopolsky/status/124239369493159937
  44. ^ http://twitter.com/#!/sqreone/status/124248211111165952

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