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July 18, 2016, 11:52 a.m.
Reporting & Production

One of larger players in online-native news is expanding…into terrestrial radio.

Vox Media’s sports site SB Nation and Gow Media, a Houston-based sports media firm, today announced a partnership to create SB Nation Radio, which will begin streaming across a variety of mobile and digital platforms starting August 1. In the joint venture, SB Nation and Gow Media will produce and distribute original audio content including podcasts and on-air show formats.

If you want to view the shift through the lens of the rise and fall of media brands, the network in question used to be known as Sporting News Radio and, since 2011, has been known as Yahoo Sports Radio.

SB Nation is also the first Vox brand to expand into radio. “The creation of SB Nation Radio is an exciting extension for the SB Nation brand, and the reach of our community of reporters and fans, to a new platform that is such a natural fit for sports coverage and commentary,” said Kevin Lockland, SB Nation vice president of editorial operations, in a statement.

Vox and Gow plan to incorporate their SB Nation editorial talent into its audio programming, including national voices Spencer Hall, Paul Flannery and Dan Rubenstein, and Ariel Helwani. The content will be available across SB Nation’s community of over 300 digital properties and Gow Media’s 500-plus radio station affiliates.

Photo by ben_grey used under a creative commons license.

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