The Powers That Be: Daily Media Monday: The Vox Auction & Sora Eulogies
Mar 30, 2026
Two media insiders debate the value and potential buyers for Vox’s audio business and how podcasts might be repackaged or spun off. They also dig into why OpenAI’s Sora app failed, the legal and product missteps, and how Disney’s caution complicated the tie-up. A broader thread considers tech firms pivoting from consumer experiments toward enterprise monetization.
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Vox Audio Is The Most Marketable Asset
- Vox's audio network is the most valuable slice of its business and likely the first asset to be carved out.
- Jon Kelly and Peter Hamby estimate audio does $15–75M revenue and could fetch ~5x multiple, implying a ~$300M+ valuation.
Vox's Portfolio Suffered From Overmixing Acquisitions
- Vox's broader portfolio is mismatched and underperforming after multiple acquisitions like New York Magazine and Group Nine.
- Jim Bankoff is likely to disaggregate assets to find buyers for under-scale brands.
Linear Networks Can Monetize Podcasts Easily
- Versant (MSNOW/CNBC parent) makes strategic sense as a buyer because it can repurpose podcasts for linear channels.
- Jon notes simple programming synergies like putting Pivot on MSNOW to fill low-cost airtime.