After launching in April 2007 as a blog under the nymag.com umbrella, Vulture hatched Tuesday night as a full-fledged entertainment Web magazine, featuring a redesigned homepage to distance itself from the blog format and a sectional layout featuring its multiple departments.
All stories now appear in reverse chronological order, and Vulture also introduced Obsessive Guides, which it described as “hubs for fans, featuring a mix of reader conversation, regular news updates, and deep dives into the minutiae of TV shows, movies, and personalities.” Vulture will also add a review section covering movies, TV, theater, music, art, and books and featuring content from New York Magazine critics David Edelstein, Emily Nussbaum, Jerry Saltz, Sam Anderson, and Scott Brown.
Vulture editor-in-chief Adam Moss said:
Vulture had clearly grown beyond its home at nymag.com, and its new design and identity acknowledge this. We think there’s a real demand for the “smart populist” territory Vulture occupies. Vulture takes low culture seriously, and isn’t reflexively reverent about high culture. It also recognizes that 21st century entertainment consumers are savvier about and more interested in how entertainment products are made than ever before.