According to Bankoff, content is just one aspect of the media game. The online media landscape has changed since his days at AOL, and the mere production of content – even really great content – is a bad strategy when you consider the constant changes taking place online. There are also stark differences between the consumption of online content versus in print content, so you have to adapt to those. “[At Vox Media], we create digital experiences.” So, how does Vox Media do it? How does it continue to thrive in the hyper-competitive landscape of digital media? Storytelling. While Bankoff attributes Vox Media’s successes on the creation of overall digital experiences, he admits that none of these accomplishments would be possible had the company not gone out of its way to create its own platform for its media channels. For Bankoff, it’s this overall platform approach that has led to Vox Media’s success; a tech-driven media approach apropos of our incessantly changing digital landscape.
