Day: June 21, 2022

From the pandemic to racial reckoning, the events of 2020 forever shaped the way we think about advertising and marketing. Historically, the industry has framed these topics within the context of “multicultural” marketing — but perspectives are still evolving, and right now, modern marketers have an opportunity to help lead the conversation. Here at Vox Media, we’ve internally reframed multicultural marketing as Marketing Equity & Inclusion Partnerships. We believe that change starts from within, and as we continue to grow and reach more consumers than ever before, it’s our goal to be responsible and inclusive as we work to strengthen our company, our partnerships, and our industry. In the past, multicultural marketing has often targeted perceptions of certain groups of people, rather than their actual interests and values. As we move into better understanding consumer sentiment around this topic, it’s an exciting time to come together to find new, more intentional approaches to traditional media buying. Though we don’t have all the answers today, what we do have is clarity and insight into how consumers feel. In order to better understand how they view “culture,” Vox Media and Bastion db5 spoke to 1,000 U.S. adults (18+) with equal representation from four races: Caucasian, Hispanic/Latinx, Black, and AAPI. What we discovered is that most people do not want to be targeted by demographics alone; in 2022, traditional notions of race, nationality, and culture have a chance to move toward visibility, representation, and inclusion.   What we know:  Culture is much more than nationality, race or ethnicity; age, gender, sexual orientation, religion, politics, and geographical region now play a much greater role in how we define ourselves. True representation in marketing means working with publishers that reflect our identity, both individually and collectively. Vox Media consumers offer a rich and diverse target audience. What we feel: We wanted to do this work to create an opportunity to explore what “multicultural” means today, and how we can use the perspective of consumers to enact change that is meaningful to them. Learn more about our findings by downloading the full whitepaper here: Media Buying Whitepaper 2022

Six-Part Documentary Series Mind Over Murder Premiered on June 20 on HBO  The Future Of from The Verge and 21 Laps Entertainment Premieres Today on Netflix  This week, Vox Media Studios premiered two brand new series from its growing slate focused on premium nonfiction storytelling. Last night, HBO premiered the first episode of Mind Over Murder, a six-part documentary series that chronicles the bizarre and psychologically complex story of six individuals who were convicted for the 1985 murder of a beloved 68- year-old grandmother, Helen Wilson, in Beatrice, Nebraska. Despite five of the individuals originally confessing to the crime, the “Beatrice Six” as they became known, were exonerated by DNA evidence in 2009, a turn of events which divided the rural town and incensed the family of Helen Wilson. As the filmmakers track the case from the murder, through investigation, trial, exoneration and two civil suits, shifting perspectives cloud the truth; a stranger-than-fiction tale emerges that raises salient questions about the reliability of confessions and memory in criminal cases. New episodes premiere every Monday at 10:00pm ET/PT. The series is directed by Nanfu Wang and executive produced by Marc Smerling, Nanfu Wang, Max Heckman, Chad Mumm, Mark W. Olsen for Vox Media Studios and Nancy Abraham, Lisa Heller, and Sara Rodriguez for HBO.  Mind Over Murder is the second series from Vox Media Studios for HBO. The Emmy-nominated sports documentary Level Playing Field’ premiered last year. In addition, The Future Of from Vox Media Studios, The Verge, and 21 Laps Entertainment (Stranger Things) premiered the first six episodes today on Netflix. The Future Of asks – What if we could look into the future to see how every aspect of our daily lives – from raising pets and house plants to what we eat and how we date – will be impacted by technology? We can, and should, expect more from the future than the dystopia promised in current science fiction. The series will reveal surprising and personal predictions about the rest of our lives — and the lives of generations to come. Additional episodes will premiere on Tuesday, June 28. Episode topics include: dogs, dating, houseplants, gaming, space vacations, cheeseburgers, death, fashion, skyscrapers, sports, health, and headphones. The Future Of is the first streaming series for The Verge, Vox Media’s site covering the intersection of technology, science, art, and culture. In addition to The Future Of, Vox Media Studios has produced multiple series for Netflix including the Emmy-award nominated Explained and Headspace franchises that are now streaming. The Future Of is executive produced by Nilay Patel and Eleanor Donovan for The Verge, Josh Barry and Shawn Levy for 21 Laps Entertainment, and Chad Mumm, Mark W. Olsen, Max Heckman, Michael John Warren, and Chris Grosso for Vox Media Studios.

Pet parents will have access to licensed veterinary health professionals for 24/7 support