Private equity firm General Atlantic is buying a minority stake in Vox Media, the owner of, Eater and Curbed.  

Washington, D.C.-based Vox was founded in 2011, and owns, The Verge, SB Nation, Polygon, Eater, Racked and Curbed. The company bought the Curbed Network, which included Curbed, Eater and Racked, in 2013 for $30 million. 

General Atlantic's investment should help Vox expand video content and distribution. The deal should also help Vox's in-house marketing group, called Vox Creative, increase products and services offered to advertisers. As part of the deal, Lindsay Nelson, formerly of Slate, will join the company as president of Vox Creative. 

Vox previously raised funding from Comcast Ventures, Accel Partners, Khosla Ventures and Allen & Co. The General Atlantic deal was reportedly for $46.5 million, bringing the group to more than $107 million in backing. 

General Atlantic, headquartered in New York, has about $20 billion in assets under management.

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