The Verge

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The Verge
The Verge Logo 2016.svg The Verge Wordmark 2016.svg
The Verge Website Screenshot.png
The Verge website as of November 1, 2016
Type of site
Technology news
Available in English
Owner Vox Media
Created by
Editor Nilay Patel
Alexa rank Negative increase 564 (December 2018)[2]
Commercial Yes
Registration Optional
Launched November 1, 2011; 7 years ago (2011-11-01)
Current status Online

The Verge is an American technology news and media network operated by Vox Media. The network publishes news items, long-form feature stories, guidebooks, product reviews, and podcasts.

The website uses Chorus, Vox Media's proprietary multimedia publishing platform.[3][4] The network is managed by its editor-in-chief Nilay Patel, executive editor Dieter Bohn, and editorial director Helen Havlak.[5][6] The site launched on November 1, 2011. The Verge won five Webby Awards for the year 2012 including awards for Best Writing (Editorial), Best Podcast for The Vergecast, Best Visual Design, Best Consumer Electronics Site, and Best Mobile News App.[7]



Joshua Topolsky, founding editor-in-chief at The Verge

Throughout the 2010s, AOL began to acquire websites in pursuit of a new ad-driven content strategy for the company.[8] One of their first acquisitions was Weblogs, Inc. in 2005, a company that ran dozens of websites, including Engadget, a tech news website.[8] According to Business Insider, Engadget "became the industry-leading gadget site", and AOL's "most popular and important media property."[8] All Things Digital called it "one of the largest in tech".[9]

We [Engadget] have been working on blogging technology that was developed in 2003, we haven't made a hire since I started running the site, and I thought we could be more successful elsewhere.

Former Engadget editor-in-chief Joshua Topolsky, The New York Times, April 3, 2011[10]

Joshua Topolsky became Engadget's editor-in-chief in 2007, and was responsible for new efforts like The Engadget Show and their mobile app, and the site's continued growth.[8] Animosities between Topolsky and AOL developed after AOL's September 2010 TechCrunch acquisition, when TechCrunch founder Michael Arrington made several public remarks disparaging Engadget and Topolsky.[8][11] When the acrimony between the two editors escalated in January 2011,[12][13] AOL didn't intervene.[8] The next month, an internal AOL editor training document called "The AOL Way", a new content strategy that prioritized profitability metrics, leaked to the press.[14][10] The document leaked before Engadget writers and editors saw it internally.[8] "The AOL Way" dispirited the Engadget staff and created an ideological schism between the two entities.[8][15]

Vox Media / SB Nation

Between March and April 2011, Topolsky and up to eight of Engadget's most prominent writers, editors, and product developers left AOL to found a new gadget site that would become The Verge.[9][10][15] The other departing editors included managing editor Nilay Patel and staffers Paul Miller, Ross Miller, Joanna Stern, Chris Ziegler, as well as product developers Justin Glow, and Dan Chilton.[9][16][17] In early April 2011, Topolsky announced that their unnamed new site would be produced in partnership with sports news website SB Nation, debuting some time in the fall.[16][18] Topolsky lauded SB Nation's similar interest in the future of publishing, including what he described as their beliefs in independent journalism and in-house development of their own content delivery tools.[16][17] Jim Bankoff of SB Nation saw an overlap in the two sites' demographics and an opportunity to expand SB Nation's model.[16] Bankoff previously worked at AOL in 2005, where he led their Engadget acquisition.[19] Other news outlets viewed the partnership as positive for both SB Nation and Topolsky's staff, and negative for AOL's outlook.[20][21][22][23]

Bankoff, chairman and CEO of what became Vox Media, the owner of the SB Nation brand, after the launch of The Verge said in a 2011 interview that though the company had started out with a focus on sports, other categories including consumer technology had growth potential for the company.[24] Development of the Vox Media's content management system (CMS), Chorus, was led by Trei Brundrett, who later became the chief operating officer for the company.[25]

This Is My Next

Following news of his untitled partnership with SB Nation in April 2011, Topolsky announced that the Engadget podcast hosted by Patel, Paul Miller, and himself would continue at an interim site called This Is My Next.[16][26] By August 2011, the site had reached 1 million unique visitors and 3.4 million page views.[26] By October 2011, the site had 3 million unique views per month and 10 million total page views.[1] Time listed the site in its Best Blogs of 2011,[26] calling the prototype site "exemplary".[27] The site closed upon The Verge's launch on November 1, 2011.[citation needed]

This Is My Next logo

On June 11, 2014, The Verge launched a new section on called "This Is My Next",[28] edited by former editor David Pierce, as a buyer's guide for consumer electronics.


The Verge launched November 1, 2011, along with an announcement of a new parent company: Vox Media.[1] According to the company, the site launched with 4 million unique visitors and 20 million pageviews.[8] At the time of Topolsky's departure, Engadget had 14 million unique visitors.[9][22] Vox Media overall doubled its unique visitors to about 15 million during the last half of 2012.[8] The Verge had 12 former Engadget staffers working with Topolsky at the time of launch.[1] In 2013, The Verge launched a new science section, Verge Science, with former Wired editor Katie Drummond leading the effort.[29] By 2016, the website's advertising had shifted from display advertisements, matched with articles' contents, to partnerships and advertisements adjusted to the user.[30]


Vox Media revamped The Verge's visual design for its fifth anniversary in November 2016.[31] The Verge logo featured a modified Penrose triangle, an impossible object.[32] On November 1, The Verge launched version 3.0 of its news platform, offering a redesigned website along with a new logo.[33]

In September 2016, The Verge fired deputy editor Chris Ziegler after it learned that he had been working for Apple since July.[34] Helen Havlak was promoted to the editorial director position in mid-2017.[35] In 2017, The Verge launched "Guidebook" to host technology product reviews.[36]



The Verge broadcasts a live weekly podcast called The Vergecast. The inaugural episode was broadcast on November 4, 2011. Unlike many episodes of previous podcasts, it included a video stream of the hosts.[37] A second weekly podcast was introduced on November 8, 2011. Unlike The Vergecast, The Verge Mobile Show was primarily focused on mobile phones.[38][39] The Verge also launched the weekly podcast Ctrl-Walt-Delete, hosted by Walt Mossberg, in September 2015.[40] The Verge's What's Tech podcast was named among iTunes's best of 2015.[41] The podcast Why'd You Push That Button?, launched in 2017 and co-hosted by Ashley Carman and Kaitlyn Tiffany,[42] received a Podcast Award in the "This Week in Tech Technology Category" in 2018.[43][44]

Video content

On The Verge

On August 6, 2011, in an interview with Edelman, The Verge co-founder Marty Moe announced that they would soon be launching The Verge Show, a web television series. After the site's launch, the show was named On The Verge. The first episode was taped on Monday, November 14, 2011, with guest Matias Duarte.[45] The show is a technology news entertainment show, and its format is similar to that of a late-night talk show, but it is broadcast over the Internet, not on television. The show's first episode was released on November 15, 2011.

Ten episodes of On The Verge were broadcast, with the most recent episode going out on November 10, 2012.[46] On May 24, 2013, it was announced that the show would return under a new weekly format, alongside a new logo and theme tune.[47]

Other video content

On May 8, 2013, editor-in-chief Topolsky launched Verge Video, a site that contains the video backlog from The Verge.[48]

A gadget blog, Circuit Breaker, was launched in 2016,[49] has amassed nearly one million Facebook followers and debuted a live show on Twitter in October 2017. The blog's videos average more than 465,000 views, and Jake Kastrenakes serves as editor-in-chief, as of 2017.[50]

In 2017, The Verge launched a new web series called "Space Craft", hosted by space reporter Loren Grush.[51]


  1. ^ a b c d e f Roberts, Daniel (October 26, 2011). "With The Verge, SB Nation looks beyond just gadgets". CNNMoney. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  2. ^ "The Verge Site Info". Alexa Internet. Retrieved December 7, 2018.
  3. ^ Eric Eldon (May 7, 2012). "A Closer Look At Chorus, The Next-Generation Publishing Platform That Runs Vox Media". Retrieved September 3, 2012.
  4. ^ "Richard Edelman – 6 A.M.: The Verge Is Coming". Edelman. Archived from the original on April 18, 2012. Retrieved October 7, 2014.
  5. ^ "Nilay Patel becomes Editor-in-Chief of The Verge, Dieter Bohn is Executive Editor". Vox Media. Archived from the original on September 19, 2015.
  6. ^ Grinapol, Corinne (June 19, 2017). "The Verge Names Helen Havlak Editorial Director, Promotes 3". Adweek. Retrieved December 10, 2018.
  7. ^ "Searching for the verge | The Webby Awards Gallery + Archive". Archived from the original on February 2, 2014. Retrieved June 15, 2013.
  8. ^ a b c d e f g h i j Lincoln, Kevin (January 9, 2012). "THE RAID ON AOL: How Vox Pillaged Engadget And Founded An Empire". Business Insider. Archived from the original on May 4, 2013. Retrieved May 3, 2013.
  9. ^ a b c d Swisher, Kara (March 12, 2011). "Exclusive: Engadget's Top Editors Topolsky and Patel Exit From AOL's Giant Tech Site". All Things Digital. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  10. ^ a b c Carr, David (April 3, 2011). "No Longer Shackled by AOL". The New York Times. Retrieved May 3, 2013.
  11. ^ Yarow, Jay (January 12, 2011). "AOL'S NEW PROBLEM: Mike Arrington". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  12. ^ Yarow, Jay (January 13, 2011). "ARRINGTON EXPLODES: TechCrunch Boss Rips Engadget Colleagues As 'Immensely Unethical,' Says He's Sick Of 'Their Bullsh*t'". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  13. ^ Yarow, Jay (January 13, 2011). "'ENOUGH IS ENOUGH': Engadget Editor Strikes Back At Arrington As AOL's Civil War Escalates". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  14. ^ Carlson, Nicholas (February 1, 2011). "LEAKED: AOL's Master Plan". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  15. ^ a b Gobry, Pascal-Emmanuel (February 19, 2011). "Engadget Editor Paul Miller Resigns Over 'The AOL Way'". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  16. ^ a b c d e Swisher, Kara (April 3, 2011). "SB Nation Sacks AOL in Raid of Former Engadget Team for Competing New Tech Site, As AOL Zeroes in on New EiC". All Things Digital. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  17. ^ a b Albanesius, Chloe (April 4, 2011). "Engadget's Topolsky, Former Editors Starting New Rival Tech Site". PC Magazine. Ziff Davis. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  18. ^ Rovzar, Chris (April 4, 2011). "AOL Loses Original Engadget Team to SB Nation". New York. New York Media. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  19. ^ Bazilian, Emma (April 4, 2011). "Staff of AOL's Engadget Leaving en Masse". Adweek. Prometheus Global. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  20. ^ Ingram, Mathew (April 4, 2011). "Engadget Defection Exposes AOL's Major Weakness". GigaOM. GigaOmniMedia. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  21. ^ Bercovici, Jeff (April 4, 2011). "AOL Defector Blasts 'Content Farming' and 'SEO Spam'". Forbes. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  22. ^ a b Blodget, Henry (March 12, 2011). "Engadget Editors Quit AOL". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  23. ^ Yarow, Jay (April 3, 2011). "The Engadget Team Is Starting A New Tech Blog Under SB Nation". Business Insider. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  24. ^ "With Deep Pockets, SB Nation is "Building a Great Media Company" – Launches Interim Site for ex-Engadget Crew, Sets up Shop in NYC". May 1, 2011. Retrieved September 3, 2012.
  25. ^ Smith, Gerry (February 6, 2017). "Vox Media Names First COO as Focus Turns to Video, Native Ads". Bloomberg L.P. Retrieved December 6, 2018.
  26. ^ a b c Edelman, Richard (August 2, 2011). "The Verge Is Coming". Edelman. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  27. ^ McCracken, Harry (June 6, 2011). "Best Blogs of 2011: This Is My Next". Time. Archived from the original on May 4, 2013. Retrieved May 4, 2013.
  28. ^ "Welcome to This Is My Next, your buying guide for the future". The Verge. Vox Media. June 11, 2014.
  29. ^ Kaufman, Alexander C. (April 17, 2013). "The Verge Launches Verge Science, Names Wired's Katie Drummond Editor". Adweek. Retrieved December 17, 2018.
  30. ^ "Refreshing The Verge: how does this thing make money, anyway?". Retrieved February 26, 2018.
  31. ^ "As The Verge turns five, here's how it's thinking about building a news site for the distributed age". Retrieved February 26, 2018.
  32. ^ "Also, our logo and branding was done by the amazing Area 17. Super talented people!". Twitter. July 18, 2011. Retrieved September 3, 2012.
  33. ^ "Welcome to Verge 3.0". The Verge. November 1, 2016. Retrieved November 1, 2016.
  34. ^ Carson, Biz (September 23, 2016). "A high-level editor at a top tech blog secretly worked for Apple for months". Business Insider. Retrieved January 4, 2017. Ziegler had actively worked on stories throughout July while also employed by Apple. After he fell silent in August, The Verge tried to get in touch with him since they were 'in the dark and concerned for Chris'.
  35. ^ Grinapol, Corinne (June 19, 2017). "The Verge Names Helen Havlak Editorial Director, Promotes 3". Adweek. Retrieved January 11, 2019.
  36. ^ Grinapol, Corinne (July 24, 2017). "The Verge Is Rethinking the Way Tech Product Reviews Are Done With Guidebook". Adweek. Retrieved December 12, 2018.
  37. ^ Nilay Patel. "The VergeCast, live at 6:30PM ET / 10:30PM GMT!". The Verge. Retrieved September 3, 2012.
  38. ^ Trent Wolbe (November 9, 2011). "The Verge Mobile Podcast 001 – 11.09.2011". The Verge. Retrieved September 3, 2012.
  39. ^ Vlad Savov. "The Verge Mobile Podcast, live at 4:30PM ET / 9:30PM GMT!". The Verge. Retrieved September 3, 2012.
  40. ^ Horgan, Richard (September 25, 2015). "The Verge Comes Up with the Podcast Name of the Year". Adweek. Retrieved December 20, 2018.
  41. ^ Rogoff, Andrea (December 22, 2015). "Vox Media in the News: Week of December 21, 2015". Vox Marketing. Archived from the original on January 24, 2016. Retrieved January 24, 2016.
  42. ^ Marino, Andrew (November 17, 2017). "Pixel Buds review, OnePlus 5T, and iPhone X a few weeks later". The Verge. Retrieved December 22, 2018.
  43. ^ "Winners of the 2018 Podcast Awards". Podcaster News. October 1, 2018. Retrieved December 22, 2018.
  44. ^ "2018 Podcast Awards Winners". People's Choice Podcast Awards. Retrieved December 22, 2018.
  45. ^ Chad Mumm (November 7, 2011). "On The Verge' arrives on Monday, November 14th with Matias Duarte". The Verge. Retrieved September 3, 2012.
  46. ^ "On The Verge". November 10, 2012. Retrieved May 7, 2013.
  47. ^ "On The Verge is coming back". May 24, 2013. Retrieved May 27, 2013.
  48. ^ "Introducing Verge Video". The Verge. Vox Media. May 8, 2013.
  49. ^ Herrman, John (April 24, 2016). "Vox Media Tries Something Old on Something New". The New York Times. Retrieved January 11, 2019.
  50. ^ Willens, Max (October 6, 2017). "'We've learned a playbook': How The Verge used Facebook video to grow Circuit Breaker". Digiday. Retrieved January 11, 2019.
  51. ^ Byrne, Brendan (September 26, 2017). "Web Series Explores What It Takes To Become An Astronaut". WMFE-FM. Retrieved January 13, 2019.

External links

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