Val Morgan Lands Vox Media’s Powerhouse Portfolio Across ANZ
The Verge, Vulture, The Strategist, and more join Val Morgan’s portfolio as the publisher becomes ANZ’s largest youth-focused media network.
Val Morgan Digital has secured exclusive sales representation rights for 14 Vox Media titles across Australia and New Zealand, expanding the publisher's youth-focused network to reach 10 million Australians monthly. The agreement brings globally recognized brands, including The Verge, Vulture, The Strategist, and Eater, under Val Morgan's commercial remit.
Partnership Builds on Five-Year Foundation
The expanded deal extends Val Morgan Digital's existing five-year partnership with PS (POPSUGAR), which sits within the Vox Media portfolio. The agreement adds 13 additional titles spanning technology, culture, lifestyle, and sports coverage to the Australian publisher's network.
"Our partnership with Vox Media represents an exciting next step in our growth," said Amanda Bardas, head of Val Morgan Digital. "By bringing more of Vox Media's trusted brands into our network, we're able to offer brands and advertisers unmatched access to connect with youth audiences at scale, across entertainment, sport, and lifestyle."
The portfolio includes Curbed, Grub Street, Intelligencer, New York Magazine, Punch, SB Nation, The Cut, The Dodo, Thrillist, and Vox alongside the previously mentioned titles. Val Morgan Digital now positions itself as Australia's largest youth network with consolidated reach across entertainment, lifestyle, and consumer interest categories.
Leighton Cosseboom
International Revenue Strategy for Vox Media
For Vox Media, the deal represents a strategic push beyond its US home market. Roché Yadegar, Director of Business Development at Vox Media, said the partnership "strengthens Vox Media's ability to connect with global audiences and unlock new international revenue opportunities."
"Their expertise in creating meaningful brand partnerships makes them a natural extension of our business in the region," Yadegar added.
The agreement gives Australian and New Zealand advertisers access to Vox Media's editorial verticals through a single commercial point of contact. Technology coverage from The Verge, pop culture analysis from Vulture, and consumer recommendations from The Strategist will now be available for local market campaigns.
Leighton Cosseboom
Youth Audience Engagement Context
The deal arrives as brands compete for Gen Z attention across digital platforms. In Southeast Asia, over 50% of Gen Z consumers use TikTok for product discovery, compared to 35% for Instagram. Short-form video drives 73% of youth engagement across the Asia-Pacific region, requiring content formats under 60 seconds.
Cultural relevance remains critical for youth marketing success. McDonald's Taiwan generated 4.2 million TikTok views using local schoolyard rhymes in its Big Mac Chant Challenge, while Apple Thailand achieved 41% sales growth by featuring regional indie musicians in iPhone campaigns. Research indicates 65% of Asian youth pay premium prices for sustainable brands, demanding values-aligned content from publishers and advertisers.
Val Morgan Digital's expanded Vox Media representation provides Australian and New Zealand brands with access to editorial content across technology, culture, and lifestyle verticals as they develop 2025 media strategies targeting younger demographics.
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