Publishers are building audiences in discrete verticals
made it to 20. The decidedly internet 1.0 portal is in the midst of deconstructing itself, transforming from a search-driven one-stop shop into a mall of carefully run boutiques, part of a long-term shift away from the pursuit of scale at any cost. Granted, media companies are still chasing scale, About included. But instead of one-size-fits-all sites, they're increasingly launching single-subject verticals focused on advertiser-friendly topics.
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