Why New York Magazine’s the Cut is expanding at a time when many media companies are cutting costs

New York Magazine’s women’s fashion and lifestyle publication the Cut is expanding this year, adding four full-time editorial staff, verticals and inventory as it chases new and existing advertiser dollars.

But how can the Vox Media-owned title afford to expand at a time when most large digital publishers are undergoing layoffs?

Vox Media chief revenue officer Geoff Schiller told Digiday the title’s expansion is justifiable due to an increase in advertiser demand (especially in categories such as luxury brands, retail, beauty and CPG) and a need to keep up with that demand. The Cut’s advertising revenue — the majority of the publication’s business — is up year-over-year, though he declined to share by how much. A New York Magazine spokesperson said the company has hit its revenue goals for the first quarter, and the Cut’s average advertiser deal size and number of deals won is up. Schiller and the spokesperson declined to share specific details. Schiller said the company is investing some of that revenue back into the Cut to grow its audience this year. 

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