Vox Media's ten nearest neighbors span journalists, B2B agencies, and fashion brands — a cross-kind mix that outnumbers the two fellow news publishers in the set. Similarity here measures how closely two entities' audiences resemble each other in composition; a score of 0.98 means near-identical audience shape, not thematic overlap.

The shape is flat: scores run from Quartz at 0.98 down to Huge at 0.97, a band of less than one point across all ten. No single neighbor dominates. Within that band, the largest subcategory is journalists — Taylor Lorenz (0.98), Rebecca Traister (0.97), and Emily Nussbaum (0.97) — followed by two B2B agencies, R/GA (0.98) and Huge (0.97). Only two neighbors share Vox Media's own subcategory: Quartz and The Markup (0.98). The remaining five positions go to WeWork (Technology, 0.98), PSFK (Websites, 0.97), and Everlane (Fashion, 0.97) — none of them news publishers.

The pattern points to an audience defined less by news consumption as a category and more by a professional, media-literate profile that overlaps equally with agency culture, individual journalists, and design-forward consumer brands.