The Verge

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The Verge
File:The Verge Website Screenshot.png
The Verge website as of November 1, 2016
Type of site
Technology news
Available inEnglish
OwnerVox Media
Created byJoshua Topolsky
Marty Moe[1]
EditorNilay Patel
Alexa rankIncrease 588 (April 2017)[2]
LaunchedNovember 1, 2011; 12 years ago (2011-11-01)
Current statusOnline

The Verge is an American technology news and media network operated by Vox Media. It has offices in Manhattan, New York City. The network publishes news items, long-form feature stories, product reviews, podcasts, and an entertainment show.

The website uses its own proprietary publishing platform with video content.[3][4] The network's content is financed through advertising and sponsorship and is managed by its editor-in-chief Nilay Patel and executive editor Dieter Bohn.[5] The site launched on November 1, 2011. The Verge won five Webby Awards for the year 2012 including awards for Best Writing (Editorial), Best Podcast for The Vergecast, Best Visual Design, Best Consumer Electronics Site, and Best Mobile News App.[6]

History[edit | edit source]

Origins[edit | edit source]

Joshua Topolsky, founding editor-in-chief at The Verge

Throughout the 2010s, AOL began to acquire websites in pursuit of a new ad-driven content strategy for the company.[7] One of their first acquisitions was Weblogs, Inc. in 2005, a company that ran dozens of websites, including Engadget, a tech news website.[7] According to Business Insider, Engadget "became the industry-leading gadget site", and AOL's "most popular and important media property."[7] All Things Digital called it "one of the largest in tech".[8]

Joshua Topolsky became Engadget's editor-in-chief in 2007, and was responsible for new efforts like The Engadget Show and their mobile app, and the site's continued growth.[7] Animosities between Topolsky and AOL developed after AOL's September 2010 TechCrunch acquisition, when TechCrunch founder Michael Arrington made several public remarks disparaging Engadget and Topolsky.[7][9] When the acrimony between the two editors escalated in January 2011,[10][11] AOL didn't intervene.[7] The next month, an internal AOL editor training document called "The AOL Way", a new content strategy that prioritized profitability metrics, leaked to the press.[12][13] The document leaked before Engadget writers and editors saw it internally.[7] "The AOL Way" dispirited the Engadget staff and created an ideological schism between the two entities.[7][14]

We [Engadget] 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.
Former Engadget editor-in-chief Joshua Topolsky, The New York Times, April 3, 2011[13]

Vox Media / SB Nation[edit | edit source]

Between March and April 2011, Topolsky and up to eight of Engadget's most prominent writers, editors, and product developers left AOL to found a new gadget site that would become The Verge.[8][13][14] The other departing editors included managing editor Nilay Patel and staffers Paul Miller, Ross Miller, Joanna Stern, Chris Ziegler, as well as product developers Justin Glow, and Dan Chilton.[8][15][16] In early April 2011, Topolsky announced that their unnamed new site would be produced in partnership with sports news website SB Nation, debuting some time in the fall.[15][17] Topolsky lauded SB Nation's similar interest in the future of publishing, including what he described as their beliefs in independent journalism and in-house development of their own content delivery tools.[15][16] Jim Bankoff of SB Nation saw an overlap in the two sites' demographics and an opportunity to expand SB Nation's model.[15] Bankoff previously worked at AOL in 2005, where he led their Engadget acquisition.[18] Other news outlets viewed the partnership as positive for both SB Nation and Topolsky's staff, and negative for AOL's outlook.[19][20][21][22]

Bankoff, chairman and CEO of what became Vox Media, the owner of the SB Nation brand, after the launch of The Verge said in a 2011 interview that though the company had started out with a focus on sports, other categories including consumer technology had growth potential for the company.[23] Bankoff also expressed a wish to attract other journalists and bloggers outside of the sports medium to Vox Media.

Development of the Vox Media's content management system (CMS), Chorus, is led by Trei Brundrett, chief product officer at Vox Media.[24][25]

This Is My Next[edit | edit source]

This Is My Next logo (2011)

Following news of his untitled partnership with SB Nation in April 2011, Topolsky announced that the Engadget podcast hosted by Patel, Paul Miller, and himself would continue at an interim site called This Is My Next.[15][26] By August 2011, the site had reached 1 million unique visitors and 3.4 million page views.[26] By October 2011, the site had 3 million unique views per month and 10 million total page views.[1] Time listed the site in its Best Blogs of 2011,[26] calling the prototype site "exemplary".[27] The site closed upon The Verge's launch on November 1, 2011.

This Is My Next logo (2014–)

On June 11, 2014, The Verge launched a new section on called "This Is My Next",[28] edited by former editor David Pierce, as a buyer's guide for consumer electronics.

Official launch[edit | edit source]

The Verge launched November 1, 2011, along with an announcement of a new parent company: Vox Media.[1] According to the company, the site launched with 4 million unique visitors and 20 million pageviews.[7] At the time of Topolsky's departure, Engadget had 14 million unique visitors.[8][21] Vox Media overall doubled its unique visitors to about 15 million during the last half of 2012.[7] The Verge had 12 former Engadget staffers working with Topolsky at the time of launch.[1] By 2016, the website's advertising had shifted significantly from display advertisements matched with content to partnerships and advertisements with user-specific tweaks.[29] Vox revamped The Verge's visual design for its fifth anniversary in November 2016.[30]

In September 2016, The Verge fired deputy editor Chris Ziegler after it learned that he had been working for Apple since July.[31]

Design[edit | edit source]

The Verge logo featured a modified Penrose triangle, an impossible object.[32]

On November 1, 2016, The Verge launched version 3.0 of its news platform, offering a redesigned website along with a new logo.[33]

Content[edit | edit source]

The Vergecast
Hosted byNilay Patel, and Paul Miller
GenreTechnology news
LengthApprox. 60–120 minutes
Original releaseNovember 5, 2011 – present
ProviderThe Verge
The Verge Mobile Show
Hosted byChris Ziegler, Dieter Bohn, Vlad Savov, and Dan Seifert
GenreTechnology news, Mobile phones
LengthApprox. 90–120 minutes
Original releaseNovember 9, 2011 – present
ProviderThe Verge

Product database and articles[edit | edit source]

The Verge hosts a product database which allows readers to compare product specifications and research product availability.

The site's team publishes product reviews for consumer items. Personal computers and cellphones are the most reviewed products. Items receive a "Verge Score" out of 10. Users can also submit reviews for products they own.

The Verge also publishes features, including interviews, editorials and news items.

Podcasts[edit | edit source]

The Verge broadcasts a live weekly podcast.

The inaugural episode was broadcast on November 4, 2011. Unlike many episodes of previous podcasts, it included a video stream of the hosts.[34]

A second weekly podcast was introduced on November 8, 2011. Unlike The Vergecast, The Verge Mobile Show is primarily focused on mobile phones.[35][36]

The Verge's What's Tech podcast was named among iTunes's best of 2015.[37]

Video content[edit | edit source]

On The Verge[edit | edit source]

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 web television series. After the site's launch, the show was named On The Verge. The first episode was taped on Monday, November 14, 2011, with guest Matias Duarte.[38]

The show is a technology news entertainment show, and its format is similar to that of a late-night talk show, but it is broadcast over the Internet, not on television. The show's first episode was released on November 15, 2011.

On The Verge is similar to The Engadget Show, an online program run by the technology news blog Engadget.

Ten episodes of the show were broadcast, with the most recent episode going out on November 10, 2012.[39]

On May 24, 2013, it was announced that the show would return under a new weekly format, alongside a new logo and theme tune.[40]

Verge Video[edit | edit source]

On May 8, 2013, editor-in-chief Topolsky launched Verge Video, a site that contains the video backlog from The Verge.[41]

References[edit | edit source]

  1. 1.0 1.1 1.2 1.3 Roberts, Daniel (October 26, 2011). "With The Verge, SB Nation looks beyond just gadgets". CNNMoney. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  2. "The Verge Site Info". Alexa Internet. Retrieved August 1, 2016. 
  3. Eric Eldon (May 7, 2012). "A Closer Look At Chorus, The Next-Generation Publishing Platform That Runs Vox Media". Retrieved September 3, 2012. 
  4. "Richard Edelman - 6 A.M.: The Verge Is Coming". Edelman. Retrieved October 7, 2014. 
  5. "Nilay Patel becomes Editor-in-Chief of The Verge, Dieter Bohn is Executive Editor". Vox Media. 
  6. "Searching for the verge | The Webby Awards Gallery + Archive". Archived from the original on February 2, 2014. Retrieved June 15, 2013. 
  7. 7.0 7.1 7.2 7.3 7.4 7.5 7.6 7.7 7.8 7.9 Lincoln, Kevin (January 9, 2012). "THE RAID ON AOL: How Vox Pillaged Engadget And Founded An Empire". Business Insider. Archived from the original on May 4, 2013. Retrieved May 3, 2013. 
  8. 8.0 8.1 8.2 8.3 Swisher, Kara (March 12, 2011). "Exclusive: Engadget's Top Editors Topolsky and Patel Exit From AOL's Giant Tech Site". All Things Digital. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  9. Yarow, Jay (January 12, 2011). "AOL'S NEW PROBLEM: Mike Arrington". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  10. Yarow, Jay (January 13, 2011). "ARRINGTON EXPLODES: TechCrunch Boss Rips Engadget Colleagues As 'Immensely Unethical,' Says He's Sick Of 'Their Bullsh*t'". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  11. Yarow, Jay (January 13, 2011). "'ENOUGH IS ENOUGH': Engadget Editor Strikes Back At Arrington As AOL's Civil War Escalates". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  12. Carlson, Nicholas (February 1, 2011). "LEAKED: AOL's Master Plan". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  13. 13.0 13.1 13.2 Carr, David (April 3, 2011). "No Longer Shackled by AOL". The New York Times. Retrieved May 3, 2013. 
  14. 14.0 14.1 Gobry, Pascal-Emmanuel (February 19, 2011). "Engadget Editor Paul Miller Resigns Over 'The AOL Way'". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  15. 15.0 15.1 15.2 15.3 15.4 Swisher, Kara (April 3, 2011). "SB Nation Sacks AOL in Raid of Former Engadget Team for Competing New Tech Site, As AOL Zeroes in on New EiC". All Things Digital. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  16. 16.0 16.1 Albanesius, Chloe (April 4, 2011). "Engadget's Topolsky, Former Editors Starting New Rival Tech Site". PC Magazine. Ziff Davis. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  17. Rovzar, Chris (April 4, 2011). "AOL Loses Original Engadget Team to SB Nation". New York. New York Media. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  18. Bazilian, Emma (April 4, 2011). "Staff of AOL's Engadget Leaving en Masse". Adweek. Prometheus Global. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  19. Ingram, Mathew (April 4, 2011). "Engadget Defection Exposes AOL's Major Weakness". GigaOM. GigaOmniMedia. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  20. Bercovici, Jeff (April 4, 2011). "AOL Defector Blasts 'Content Farming' and 'SEO Spam'". Forbes. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  21. 21.0 21.1 Blodget, Henry (March 12, 2011). "Engadget Editors Quit AOL". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  22. Yarow, Jay (April 3, 2011). "The Engadget Team Is Starting A New Tech Blog Under SB Nation". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  23. "With Deep Pockets, SB Nation is "Building a Great Media Company" - Launches Interim Site for ex-Engadget Crew, Sets up Shop in NYC". May 1, 2011. Retrieved September 3, 2012. 
  24. "Profile page for Trei Brundrett". Retrieved September 3, 2012. 
  25. "Blogs". Retrieved September 3, 2012. 
  26. 26.0 26.1 26.2 Edelman, Richard (August 2, 2011). "The Verge Is Coming". Edelman. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  27. McCracken, Harry (June 6, 2011). "Best Blogs of 2011: This Is My Next". Time. Archived from the original on May 4, 2013. Retrieved May 4, 2013. 
  28. "Welcome to This Is My Next, your buying guide for the future". The Verge. Vox Media. 11 June 2014. 
  31. Carson, Biz (23 September 2016). "A high-level editor at a top tech blog secretly worked for Apple for months". Business Insider. Retrieved 4 January 2017. Ziegler had actively worked on stories throughout July while also employed by Apple. After he fell silent in August, The Verge tried to get in touch with him since they were 'in the dark and concerned for Chris'. 
  32. "Also, our logo and branding was done by the amazing Area 17. Super talented people!". Twitter. July 18, 2011. Retrieved September 3, 2012. 
  33. "Welcome to Verge 3.0". The Verge. November 1, 2016. Retrieved November 1, 2016. 
  34. Nilay Patel. "The VergeCast, live at 6:30PM ET / 10:30PM GMT!". The Verge. Retrieved September 3, 2012. 
  35. Trent Wolbe (November 9, 2011). "The Verge Mobile Podcast 001 - 11.09.2011". The Verge. Retrieved September 3, 2012. 
  36. Vlad Savov. "The Verge Mobile Podcast, live at 4:30PM ET / 9:30PM GMT!". The Verge. Retrieved September 3, 2012. 
  37. Rogoff, Andrea (December 22, 2015). "Vox Media in the News: Week of December 21, 2015". Vox Marketing. Archived from the original on January 24, 2016. Retrieved January 24, 2016. 
  38. Chad Mumm (November 7, 2011). "On The Verge' arrives on Monday, November 14th with Matias Duarte". The Verge. Retrieved September 3, 2012. 
  39. "On The Verge". November 10, 2012. Retrieved May 7, 2013. 
  40. "On The Verge is coming back". May 24, 2013. Retrieved May 27, 2013. 
  41. "Introducing Verge Video". The Verge. Vox Media. 8 May 2013. 

External links[edit | edit source]

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