Vox Media is expanding its advertising portfolio through a new partnership with The Bulwark. The agreement covers podcasts, videos, newsletters, and live events.
What We Know: Vox Media will handle advertising sales across The Bulwark’s growing slate of programming and distribute its podcasts through Vox Media’s advertising platform. The partnership brings together shows including The Bulwark Daily with Tim Miller, The Focus Group with Sarah Longwell, The Next Level with Miller, Longwell, and Jonathan V. Last, Psycho Politics with George Conway, and Receipts with Catherine Rampell. They’ll join Vox Media programs including Stay Tuned, High Stakes, Hacks on Tap, and Today, Explained. Additionally, the companies plan to expand live event sponsorship opportunities in 2027.
What They Said: “I’ve greatly admired what The Bulwark has built, and couldn’t be happier to team up with them to accelerate growth. Audiences are craving expert voices who speak from experience and have been in the rooms where the decisions are made that affect our democracy. This unique roster of talent will help guide them through our country’s most important issues and opportunities.” -Vox Media co-founder/CEO Jim Bankoff
“We became one of the largest and fastest-growing media companies in the country by focusing relentlessly on building community. That means meeting people where they are, and offering honest, unfiltered news and analysis that helps them stay informed about the world, while also feeling like they’re part of a broad-based movement that cares about the future of our country. We know Vox Media shares our perspective on this, and we’re excited to partner with them as we look ahead to this next chapter of our growth in a post-blue-tsunami America.” -The Bulwark Publisher/CEO Sarah Longwell
What Remains Unclear: Neither company disclosed the financial terms of the agreement or how advertising revenue will be shared. The companies also haven’t detailed specific sponsorship opportunities or additional programming planned under the partnership.
What It Means: The agreement gives Vox Media another established current affairs brand to offer advertisers across multiple platforms. Meanwhile, The Bulwark gains access to Vox Media’s established sales operation as it continues expanding. The Bulwark has doubled in size year over year, with its podcasts generating 92 million audio downloads year to date. Its YouTube channel has also accumulated 1.4 billion views since launching in 2018, giving advertisers access to an established audience ahead of the 2028 presidential election cycle.
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