“Vox.com is a general interest news site for the 21st century,” the Vox Media website informs us. “Its mission is simple: Explain the News. Vox is where you go to understand the news and the world around you. It treats serious topics seriously, candidly shepherding people through complex topics.”
By some measures, Vox.com has been a success. A corporate vice president, Jonathan Hunt, “said the company broke even in 2014 and will be profitable this year,” Advertising Age reported in March. And Vox gets attention, as evidenced by this column.
But its “mission” is to be authoritative, and in that it has failed. It’s just another opinion site, albeit one with an unusually earnest tone. Liberals may cite it as an authority, but they are no less apt to cite sources like ThinkProgress, the Puffington Host and even the New York Times. Nonliberals, especially conservatives, don’t view Vox as any more credible than other liberal sources.
Much of Vox’s content consists of strange, contrarian arguments of the sort that could just as easily appear at Slate. A case in point: “Emailgate Is a Political Problem for Hillary Clinton, but It Also Reveals Why She’d Be an Effective President” by Matt Yglesias, a former Slate writer.