"At the end of the 1990s Vice was a free fanzine distributed in Montreal, Canada; 15 years on and it is a global media company with offices in 34 countries.
While the magazine is still running and is "a really important part of what Vice is", it represents less than 5 per cent of the company's overall revenue. Last year the total revenue was more than $110 million and Vice is "on track in 2012 to generate significantly more", Dan'l Hewitt, general manager of AdVice, a division of Vice Media, told Journalism.co.uk.
As Vice moved online its focus evolved into online video, which has been driven by developments in technology. "The cost of video equipment and editing software came down, so we were able to create more video content for ourselves," Hewitt said.
"That started around five or six years ago and then with new platforms coming into the fold, places like YouTube and Vimeo and Facebook, we were able to syndicate and distribute our content to new audiences in those places."
Vice now has more than 30 ongoing video series franchises. They range editorially across fashion, music, travel, culture and art, and they are all character-driven, punchy stories created for a young audience. Or as described on the main Vice YouTube channel – which has notched up more than 25 million views – "Vice specialises in unabashed depravity and going to places we don't belong"."
dentsu 2022 Media Trends
2 years ago
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