The Verge made a big splash in November 2011, when it arrived with a custom built publishing system and plans to take over tech reporting. One year later, it’s making some real headway.

The Verge
photo: The Verge

In late 2011, The Verge arrived on the media scene with grand plans to redefine tech news. Parent company Vox Media made an expensive bet on brand-name writers and bespoke publishing tools.

In the month of October, comScore reports The Verge racked up 3.1 million unique U.S. visitors. It’s an impressive start but still a ways behind longtime incumbents like Gawker Media’s Gizmodo, which had 6.5 million uniques. The number for AOL’s Engadget, which Vox raided to create its editorial team, was 6.3 millon.

The Verge is “very profitable” and has sold out its advertising inventory for months, according to Chief Content Officer Marty Moe, who credits a “super premium experience” for attracting large brands like Ford, BMW and Microsoft. The Verge is one of three sites where Vox Media has applied its strategy of choosing a news vertical and then hitting it hard with sizeable staffs of specialist writers and elaborate publishing tools. The company’s other properties are sports site SB Nation and newly launched video game site Polygon.

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  1. Well deserved. VERGE FTW

  2. KaMeek Lucas Taitt Tuesday, December 11, 2012

    Congrats! Amazing coverage of tech, and culture culture. Love The Verge.

  3. It’s not difficult to be a profitable media website (“very” is a redundant term if no guiding stats are given) – the challenge is scaling it to be something that is worth all the investment. Their question is, how do we make this a $100 million business.

    The statement that they are sold out “for months” sounds like pure exaggeration to me (I went to charm school where they taught me to say “exaggeration” rather than “bullshit”).

  4. anyone an idea, what is meant by “elaborate publishing tools”?

  5. Yay. A Bunch of self-absorbed hipsters.

  6. Tech Sector Watcher Wednesday, December 12, 2012

    So way behind engadget and CNET then. Waaaay behind. Even TechRadar does 17 million uniques, and that’s shit.

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