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Eater, The Verge and SB Nation Sold to Penske Media

Penske Media Corporation has purchased seven brands and an advertising platform from Vox Media. These assets will be integrated into a new subsidiary managing over 25 media titles. Other assets, including New York magazine, were transferred to Lupa Systems.

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What changed

The acquisition now includes seven brands and an advertising platform rather than just three specific titles.

Live updates

  1. Penske Media Acquires Seven Vox Media Brands

    Penske Media Corporation has purchased seven brands and an advertising platform from Vox Media. These assets will be integrated into a new subsidiary managing over 25 media titles. Other assets, including New York magazine, were transferred to Lupa Systems.

    Still unconfirmed:

    • Penske Media acquired seven brands and an advertising platform from Vox Media.
    • Penske Media created a new subsidiary to integrate more than 25 media titles.
    • Vox Media transferred New York magazine and other assets to Lupa Systems.
    confidence 70%

  2. Penske Media Corporation Acquires Multiple Vox Media Brands

    Penske Media Corporation has agreed to acquire several Vox Media assets, including The Verge, Eater, and SB Nation. These brands will be managed under a new subsidiary called PMX. PMC was the largest shareholder of Vox Media before the deal.

    What's confirmed:

    • Penske Media Corporation agreed to acquire Eater, The Verge, SB Nation, Popsugar, The Dodo, Punch, and Thrillist.
    • PMC is acquiring the premium ad marketplace Concert and the first party data platform Forte.
    • The acquired assets will be managed under a new subsidiary named PMX.
    • Existing Vox Media shareholders will keep a minority ownership stake in PMX.
    • PMC was the largest shareholder of Vox Media prior to this announcement.
    • Penske Media already owns Billboard, Variety, Deadline Hollywood, and Rolling Stone.

    Still unconfirmed:

    • Ryan Pauley will lead the PMX subsidiary.
    confidence 100%

  3. Penske Media Corporation Finalizes Acquisition of Vox Media Portfolio

    Penske Media Corporation has officially acquired the remaining digital brands from Vox Media. This portfolio includes titles such as SB Nation and Eater. The assets will be managed under a new subsidiary called PMX.

    What's confirmed:

    • Penske Media Corporation acquired Vox Media's portfolio of digital brands.
    • The acquisition includes SB Nation and Eater.
    • PMC created a subsidiary called PMX to house the publishing titles.

    Still unconfirmed:

    • James Murdoch purchased other Vox Media brands last month.
    • The deal was preceded by weeks of speculation and reporting.
    confidence 100%

  4. Penske Media Corporation Acquires Remaining Vox Media Brands

    Penske Media Corporation has acquired the remaining digital portfolio of Vox Media. The deal includes brands such as Eater, The Verge, and SB Nation. These titles will be housed under a new PMC subsidiary called PMX Global, LLC.

    What's confirmed:

    • Penske Media Corporation acquired the Vox Media portfolio of digital brands including Eater, The Verge, SB Nation, Popsugar, the Dodo, Punch and Thrillist.
    • The acquisition includes Vox Studios and Vox Creative.
    • Ryan Pauley has joined PMC as President of PMX Global, LLC.
    • PMX Global, LLC is a PMC subsidiary that will oversee more than 25 media brands.
    • PMX will combine Vox titles with PMC titles such as Rolling Stone, Billboard, and Variety.
    • Vox Media previously sold New York magazine, its podcast assets, and its namesake site to James Murdoch.
    confidence 100%