Vox Media, Group Nine Media discussing merger: report

Vox Media Inc. is discussing a possible merger with Group Nine Media Inc., a move that would unite two of the biggest players in digital media. 

Sources told The Wall Street Journal on Monday that the companies are discussing an all-stock transaction that would give Vox Media 75 percent of the ownership stake, with the remaining 25 percent stake going to Group Nine Media. 

The combined company would be expected to generate more than $800 million in revenue and profit shares in 2022, sources told The Journal. 

The sources added that on a pro forma basis, the combined company grew revenue by about 30 percent compared to last year. 

Sources also said that Vox Media Chief Executive Jim Bankoff would run the merged companies, according to The Journal. 

This comes after Group Nine Media, which runs brands from news outlet NowThis, lifestyle site Thrillist and animal-focused site the Dodo, has explored a possible merger with Buzzfeed and purchased women-targeted digital media entity PopSugar in 2019. 

Vox Media, who owns tech-focused website the Verge, news site Vox.com, and sports-focused SB Nation, agreed to purchase cocktail website Punch in August to deepen its coverage of food and drinks, The Journal noted. Vox Media also acquired New York Magazine in 2019.