Lucia Moses of Digiday writes about Vanity Fair’s new business news website The Hive, which launched Wednesday.
Moses writes, “The Hive, led by editor Jon Kelly, digital director Mike Hogan and VF.com editor Matt Lynch, will publish more than 10 stories a day from high-profile writers including Nick Bilton, William Cohan and Sarah Ellison. BMW and Shinola are the launch sponsors.
“The Hive is the first in an ambitious vertical strategy VF.com plans to roll out in the months ahead, with other verticals to come for its celebrity/style and Hollywood coverage. Traditional magazine websites typically resemble their print version, with the home page serving as the main entry point to its various sections. But Vanity Fair, which reached 8.5 million unique visitors in April (comScore), is recognizing that people are increasingly finding articles on the distributed web versus publishers’ homepages and that a vertical with a strong identity has a better chance of grabbing people’s attention in their social feeds.
“At the same time, Vanity Fair’s editor in chief Graydon Carter had for a while wanted to launch an independent business news site with its own name. So they decided to make it part of Vanity Fair’s vertical approach, and the Hive was born.”
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