While Vox Media is known for its male-centric brands such as SB Nation, the company hopes to use female-focused Racked as a way to learn new social publishing tactics. Racked is more visual than other Vox Media brands, leading the brand to be most active on Instagram and Tumblr. Some of this isn’t to drive traffic. Racked’s editor in chief Leslie Price says: “We’re very interested in growing our off-platform audience. Still, we recognize the power of Facebook, Twitter and Pinterest to drive audience back to our site.”
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from American Press Institute http://ift.tt/1Jw71zw
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