04.03.2015

The Secrets of Vice’s Success

Few publications have grown in recent years worldwide as much as Vice magazine, which was created by Gavin McInnes, Suroosh Alvi and Shane Smith in Montreal back in 1994.

The magazine has become a paragon of adapting to changing times and trends affecting the media. Vice Media has turned into one of the leading publishers worldwide, combining different types of content, such as video, audio and text.

This is exactly the reason why Vice was one of the major players featured on the third and last day of the 4YFN, in a talk with Andrew Creighton — the company’s President — and Hosi Simon, the Global General Manager.

“We are a content platform for the Y generation, creating video, audio and articles for a new generation of consumers who have grown up in a different world,” said the responsibles of Vice during the presentation.

According to the president of Vice, this group of people — who as of today are, say, 21 years old — have grown in a milieu marked by two aspects:

  • The Information Crisis, fueled by the loss of readers’ trust in traditional publications
  • The liberalization of information, fueled by Internet, social media and the increase of bandwidth worldwide

“This latter aspect” they said, “has made users rely on other types of media.” This is a kind of trust that has been fostered by the development of a special ‘bullsh*t detector’ among readers.

vice 4yfn

Aside from their swift adaptation to changing times, the two representatives of Vice at 4YFN also spoke about the company’s two secrets to success:

  • Offering unique content that cannot be found elsewhere.
  • Entering into cooperation agreements with brands around the world  to broaden the reach of the message they want to convey.

The company gave two examples of  the latter  —  two agreements signed with AT&T and Rogers to promote the ‘mobile movement’ in the United States and Canada. “This new way of storytelling,” Hosi said, “brings us closer to our audience.”

Having already attracted an audience of millions all over the world, Vice has recently raised over $250 million in order to continue its expansion.

The future, at least in the short run, seems bright for the company. “We want to become the world’s largest media company,” said Andrew at the end of the conference.