While by all accounts New York Magazine's culture blog Vulture has been hugely successful at building traffic, nonetheless it's still not profitable. Under Adam Moss, New York has plowed millions into it. My jaw dropped when I first laid eyes on it three years ago; I have watched it grow and expand into the entertainment news space. Now New York seeks the Holy Grail: premium national luxury ads.
So Vulture.com is going indie as a standalone site, going live Tuesday evening, reports the NYT. The concept: no more provincial New York logo=way more ad sales.