In the wake of surprising media mergers, purchases, emerging platforms and inevitable closures, digitally focused firms have turned to consolidating brands. What benefits will be reaped from those moves remain to be seen.Following The New York Times’ purchase of The Athletic, a network of city-based sports websites, Vox Media acquired Group Nine, another suite of sites that includes The Dodo and Now This, earlier this year. The company also inked recent advertising partnerships with well-known audio brands, like “Gastropod” and “The Longform Podcast,” that further bolster its bet on the future of on-demand audio.
Origen: How Vox’s growth explains what happens when digital media companies combine – Poynter
