THE digital media The Vox Media company 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 Thrillist, PS (formerly PopSugar) and Eater titles, as well as the media production and technology team, CEO Jim Bankoff wrote to staff Thursday.
A representative for Vox Media declined to specify the extent of the layoffs.
“The pace of change is accelerating for media companies and it is critical to our success that we continually evaluate how and where we invest to best serve our audiences to advance the long-term health of our business,” wrote Bankoff. “In particular, the way audiences interact with our Thrillist and PS brands has changed, and we must adapt.”
As part of the changes, Thrillist will now be operated by Eater, a model similar to Eater’s relationship with bars and liquor publisher Punch. The two will share leadership and resources.
PS will focus on its social and video footprint, with more emphasis on shopping. The title was renamed PopSugar in June to express its increased focus on health, fitness, beauty and balance.
Eater is reorganizing its city coverage according to a regional model in an effort to meet the needs of its audience as effectively as possible, according to Bankoff. The publisher has just launched its first application in October.
Finally, the Product and Media Production & Technology organizations are being restructured.
“These actions, while difficult, are consistent with our strategic priority of deepening audiences’ connections to brands and franchises that build loyalty while ensuring our financial strength,” Bankoff wrote.
These sweeping changes come amid a period of transformation for Vox Media. The media company announced it would begin paying for parts of its tech 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 highlighted the surge in consumer revenue as one of the bright spots in Vox Media’s broader business.
“We will continue to invest in our business where we see the clearest opportunities: editorial and user experiences that build loyalty with direct audiences; a high-value advertising proposition based on unique intellectual property; strong brands that capture public attention; direct multimedia productions like those we are building with the Vox Media podcast network; and direct-to-consumer businesses to diversify their revenue streams and increase recurring revenue.