ReCode, the tech website that finally pushed nerdy dudes to acknowledge that Kim Kardashian is an impressive businesswoman, is being acquired by Vox Media, according to the New York Times. The all-stock deal means the site’s flagship names, Kara Swisher and Walt Mossberg, will continue to work at ReCode, but under Vox leadership.
ReCode started in 2007 as AllThingsD, a popular technology website that was owned by Dow Jones. The site was spun off from Dow Jones and, in January 2014, relaunched as an independent entity named “ReCode,” staffed by many of the same journalists. Helmed by “Silicon Valley’s most feared and well-liked journalist” Kara Swisher, ReCode broke news and hosted a much-talked-about conference last year called Code Mobile. But according to the report in the Times, the revamped site has struggled to achieve meaningful traffic numbers, with comScore pegging its monthly uniques at 1.5 million.
An acquisition by Vox, which owns several successful digital properties including the Verge and Racked, will bring ReCode’s industry reporting to a wider audience.
“Everybody is bigger than us,” Swisher told the Times. “It’s not a secret that being a smaller fish is really hard.”