The digital media company Vox Media is implementing layoffs and a substantial restructuring of its lifestyle properties, according to an internal memo obtained by ADWEEK.
The changes will primarily affect the titles Thrillist, PS (formerly PopSugar), and Eater, as well as the media production and technology team, chief executive Jim Bankoff wrote to staff on Thursday.
A representative for Vox Media declined to specify the scope of the layoffs.
“The pace of change is accelerating for media businesses and it is essential to our success that we continuously evaluate how and where we invest to serve our audiences best to advance the long-term health of our business,” Bankoff wrote. “In particular, the ways audiences are interacting with our Thrillist and PS brands have changed, and we must adapt.”
As part of the changes, Thrillist will now be operated by Eater, a similar model to the relationship between Eater and the bar and spirits publisher Punch. The two will share leadership and resources.
PS will concentrate on its social and video footprint, placing a stronger emphasis on shopping. The title rebranded from PopSugar in June to convey its heightened focus on health, fitness, beauty, and balance.
Eater is reorganizing its cities coverage into a regional model in an effort to most efficiently serve the needs of its audience, according to Bankoff. The publisher just launched its first app in October.
Finally, the Product and Media Production & Technology organizations are being restructured.
“These actions, while difficult, are consistent with our strategic priority to deepen audience connections to the brands and franchises that drive loyalty while ensuring our financial strength,” Bankoff wrote.
The sweeping changes come amid a period of transformation for Vox Media. The media company announced it would begin paywalling portions of its technology title, The Verge, in early December. The new paywall marks the third Vox Media property to move its content behind a gate, following New York Magazine and Vox.
In his note, Bankoff pointed to the consumer-revenue push as one of the bright spots in the broader Vox Media business.
“We will continue to invest in our business where we see the clearest opportunities: editorial and user experiences that build loyal, direct audiences; a high-value advertising proposition based on unique intellectual property; strong brands that command audience attention; leading multimedia productions like we’re building with the Vox Media Podcast Network; and consumer-direct businesses to diversify revenue streams and grow recurring revenue.”