Tech news site Recode is folding into Vox.com next year, in a bid to attract more traffic as a section on its sister site.
Recode’s traffic is down 50% year-on-year, according to The Wall Street Journal, citing comScore data. Traffic dipped from 2.7 million viewers last September to 1.4 million viewers the same month this year.
Recode, which was acquired by Vox Media in 2015, will continue to exist as a brand and business.
Staff will report to Vox editor-in-chief Lauren Williams, Vox Media publisher Melissa Bell said in a memo.
Now that tech is a part of everyone’s lives and affects nearly every industry, Recode will be "shifting our editorial approach to focus writers on pointed narratives, rather than simply topics or specific companies,” Recode founder Kara Swisher wrote in a post.
Swisher added a “big reason” Recode is partnering with Vox is “their platform, editorial support and distribution power will allow us to better amplify our work, expand our mission, and reach a wider audience.”
Recode’s archives will remain up and there are no plans for layoffs. Its tentpole franchises, such as its conferences, podcasts and television specials with MSNBC, will not change.
However, Recode editor-in-chief Dan Frommer is leaving the company.
This isn’t the first site to move onto Vox.com. Racked, the retail website Vox Media acquired in 2013, announced in June it is being folded into the site as a new section, called The Goods.
Recode and Vox teams will work together to launch a number of new editorial products for the tech news brand going forward, according to the companies.
Recode is hiring an editor.
Vox Media also includes The Verge, SB Nation, Eater and Polygon.