NowThis will leverage funding from the Accelerate Change media network to capitalize on its position as a leading social news publisher, expand its coverage, invest in staff and creator development, and accelerate its already successful multi-platform audience growth strategy. Through this investment, NowThis will become an independent entity, enabling its industry-leading content creation team to cover a wider range of topics and stories in a time when video content is essential to social platforms where young audiences are spending their time.
- Accelerate Change, a digital media lab, investor, and incubator focused on high-quality news, culture, and lifestyle properties, will make a substantial investment in NowThis’ continued growth and will support its operations.
- Vox Media will retain a minority ownership stake in the newly independent NowThis and will continue to sell, produce and execute advertiser campaigns for NowThis.
- NowThis’ current brand leads Samara Mackereth and Jessica Borovay will remain in place and the staff in its entirety will join them in this transition.
- NowThis’ editorial and personnel operations will be managed independently under the new NowThis company.
- A senior representative from Vox Media will join NowThis’ newly created board of directors alongside Accelerate Change’s representatives.
“NowThis is a powerhouse news publisher for young people on social platforms, and its reach and tremendous relevance has made it a destination for high-profile changemakers, cultural icons, and brand partners since its inception. We’re thrilled to partner with Accelerate Change to support the brand’s expansion,” said Jim Bankoff, Vox Media co-founder, chair, and CEO. “We’re excited about this model that allows Vox Media to continue to amplify NowThis as part of our portfolio with brand partners while setting NowThis up for continued success and rapid growth.”
“Our investment reflects NowThis’ runaway growth and position as the leading social news brand for young people. NowThis is the number one news publisher on TikTok by a mile and has multiple top shows on Snapchat and continues to lead engagement across Facebook, Instagram, and YouTube,” said Peter Murray, President of Accelerate Change.
“NowThis has established itself as a leading publisher with huge reach and relevance, dominating on TikTok and Snapchat. From hosting a one-of-a-kind youth forum with President Biden in advance of the midterm election, to being on the ground in Egypt to connect with changemakers at the United Nations Climate Change Conference, we have invested in telling informative and inspiring stories on social platforms,” said Samara Mackereth, NowThis’ editor-in-chief.
“This investment will allow us to expand our capabilities in order to continue to do what we do best,” said Jessica Borovay, NowThis’ head of production and operations. “We’re excited to be working with the Accelerate Change team who align strongly not only with our content creation goals, but also with our core values and commitment to bringing our award-winning, impactful programming to an even larger audience.”
NowThis’ advertiser relations, encompassing all direct ad sales including branded content, will be managed by Vox Media. NowThis has deep roots in covering sustainability and climate change, and as a top news brand on those topics, is in an advantageous position. NowThis will continue to be a part of Vox Media’s award-winning ad marketplace, Concert, and be available for sales-driven event opportunities via Vox Media’s experiential team.
ArentFox Schiff acted as outside legal advisors to Vox Media, and Kirton McConkie to Accelerate Change.
The leading news brand for young audiences on social media, NowThis is the #1 most-engaged News & Politics US digital-first publisher across Instagram, TikTok, and Facebook* and the #1 news publisher on TikTok in the world with over 10 million followers and 70 million monthly views on the platform.*** Our brand mission is to make news engaging and relevant for young adults by humanizing our complicated world. Launched in 2012, NowThis has revolutionized how news today is consumed, and is the winner of an Academy Award, an Edward R. Murrow Award, and a Cannes Lions Award.
*Tubular Labs, US Based Media & Entertainment Creators, February 2023
*** Platform Analytics, March 2023
About Accelerate Change:
Accelerate Change is a nonprofit digital media lab, investor, and incubator focused on news, culture, and lifestyle properties that create high-quality journalism. Accelerate Change’s media network includes independent media properties such as ParentsTogether, PushBlack, Pulso, Noticias Para Inmigrantes, and Impact as well as hundreds of influencers and celebrities.
About Vox Media:
Vox Media is the leading modern media company, reaching audiences everywhere they are. Known for editorial properties including Vox, SB Nation, New York Magazine, The Dodo, and Eater, the company’s portfolio features the most relevant, respected, and engaging editorial properties and voices. The company is also home to award-winning storytelling businesses such as Vox Media Studios and the Vox Media Podcast Network, as well as innovative technologies that support the entire media industry, including the Concert advertising marketplace. Vox Media proves that quality can scale.