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Screen shot from Racked's YouTube Channel

Racked, the retail website that was acquired by Vox Media in 2013, is going to be converted from a standalone website into a vertical that will live within Vox (the website), Axios has learned.

Why it matters: The move suggests that Vox Media feels that some of its eight standalone brands may be easier to market and sell as verticals under its flagship news site, Vox.

  • The new vertical will be called “The Goods” and it will soon have a new logo, according to sources familiar with the move.
  • Vox Media is currently talking to sponsors to help launch the feature.
  • Racked’s management has been integrated into Vox's (the site) for the past two months, in preparation for the transition.
  • Racked’s URL will remain live and an archive of all Racked content will still be on the site.

Sources say Vox Media has struggled to find a considerable voice or growth model for Racked — which was a part of Vox Media's acquisition of Curbed Network in 2013.

  • Vox Media considered shuttering Racked last year, according to two sources.
  • On the other hand, two other sites that came with the Curbed acquisition — Eater, a food guide site and Curbed, a real-estate site — have been able to develop as sustainable standalone brands.

The integration of the two brands came in large part from an audience overlap with between Vox (the site) and Racked, sources say.

  • As Racked began to wade into more investigative pieces about style and fashion, the audience began to more closely resemble that of Vox’s.
  • Executives see the move as a decision to better serve its audiences, although they see there being business benefits as well and plans to increase hiring around the new vertical.

Go deeper

America's Chinese communities struggle with online disinformation

Illustration: Annelise Capossela/Axios

Disinformation has proliferated on Chinese-language websites and platforms like WeChat that are popular with Chinese speakers in the U.S., just as it has on English-language websites.

Why it matters: There are fewer fact-checking sites and other sources of reliable information in Chinese, making it even harder to push back against disinformation.

Pennsylvania certifies Biden's victory

Photo: Aimee Dilger/SOPA Images/LightRocket via Getty Images

Pennsylvania officials on Tuesday certified the state's presidential election results, making President-elect Joe Biden's win in the key battleground official.

Why it matters: The move deals another blow to President Trump's failed efforts to block certification in key swing states that he lost to Biden. It also comes one day after officials voted to certify Biden's victory in Michigan.