GE provided crucial support for media startup Vox.com, an explanatory-journalism site launched by former Washington Post blogger Ezra Klein, with whom it already had a working relationship. While Mr. Klein was still at the Post, GE courted him and others for a news website and marketing campaign in development. When Mr. Klein left to join Vox, GE and its ad dollars followed. The GE site, launched after Mr. Klein left the Post, aggregated video clips and content featuring the blogger, along with Fox News’s Bret Baier, Politico’s Mike Allen and others, discussing and expounding on the news.
The advertiser had “absolutely zero influence” on Vox.com’s editorial content, said Jim Bankoff, chief executive of parent company Vox Media. But both GE and Vox have a similar audience in mind: young, relatively affluent and policy savvy. For GE, the purpose of the relationship was to get GE in the minds of policy makers and lawmakers on Capitol Hill. “We want to target the DC millennials,” said Linda Boff, who heads GE’s global brand marketing. The Vox sponsorship ended in August.
The merger of corporate interests and what’s left of journalism is only getting deeper. And the younger generation of liberal journalists is leading the way, and is shocked, shocked that anyone might question the appearance of blatant conflicts of interest. But a reader wants to make a distinction:
In your post “Ezra Sells Out“, you seem to be confusing Vox, which is Ezra Klein & Co’s media venture, with Vox Media, the overarching company that owns Vox.com along with a number of other media outlets like Polygon and Curbed.