All is fair in love and waffles. Or something like that.
Traffic may be up 250% since Vox Media acquired Eater eight months ago. But evidently, that upsurge wasn’t coming from Canada. As part of the site’s revamp, the Vancouver and Toronto local sites have been shuttered. Only Montreal remains, headed by Ian Harrison.
Folks in Toronto weren’t too surprised. Per Toronto Life, the local site kicked off with an apparently embarrassing list of 38 “Essential” restaurants and had a lot of churn:
Eater had trouble holding onto a Toronto-based editor, cycling through three in about eight months (the first, Carolyn Grisold, left about a week before the site’s official launch party), and its real estate–minded sister site, Curbed Toronto, stopped publishing two weeks ago.
In the Eater relaunch post comments, Vox Media director of user experience Ryan Gantz and senior support manager Cory Williams are being very attentive to reader complaints, issues. The site relaunch is being sponsored by Negro Modelo and Absolut Vodka, and per Adweek‘s Michelle Williams, features a new sponsored content gateway:
Premium branded content can be added via an additional “card” in a visual card stack or an ad placed in a photography slideshow of top places to eat. “What we do for marketers is we can help them tell stories to help them find audiences,” Vox CEO Jim Bankoff said.
[H/T: Toronto Standard]