New media and old media are getting together because they need each other

Fortune

As a number of news outlets have been predicting, Comcast’s NBCUniversal unit has invested $200 million in Vox Media, the parent company of sites like The Verge, Vox, and SB Nation. The cable provider is also widely expected to announce a similar-sized investment soon in BuzzFeed. In some ways, these deals are a marriage made in media heaven—both sides get something they need, and in the process they both make themselves look much more attractive than they otherwise would.

Take Vox. According to Quantcast, it gets about 75 million unique visitors a month to its various content sites. That’s impressive, but it’s not nearly as large as a site like The Huffington Post, which gets more than 125 million. And while Vox is building a native-advertising business, it’s not currently making money because it is trying to grow so quickly.

What does such a company need most of all, apart…

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