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http://www.theguardian.com/media/2015/jan/01/virtues-of-vice-magazine-transformed-into-global-giant

The virtues of Vice: how punk magazine was transformed into media giant



This article is about how a magazine called Vice became very well known with the media giants such as Google and HBO. This punk magazine aimed to get through to young people as they believed they could connect with them better than Disney channel or News Corp.

• But how? Vice, with its gonzo-style journalism and access-all-areas attitude (typical headline: I Went Undercover in America’s Toughest Prison), is not easy to define. Yet it has somehow come to define a new media age of shareable video content, mostly because of its success – real or perceived – among young people
• With 11 digital channels ranging from Vice News to Motherboard (“covering cultural happenings in technology”), Noisey (“a music discovery channel”), a food channel called Munchies, a TV studio and film division, and a record label, as well as the tie-ups with YouTube, HBO and China Daily, Vice has a more diverse business model compared with, say, Channel 4, which offers advertisers slots around specific content at specific times.
• Vice, which bills itself as “the coolest magazine in the world”, launched a UK edition in 2002 and now operates in 35 countries, becoming a multimedia company in the early part of the century.
• “It’s made by young people for young people. If our journalists are scared, that makes it into the film. What our journalists are feeling is a huge part of our vernacular.”

Vice will keep growing in my opinion as nowadays the younger audience wants to get involved as they are beginning to understand issue more and more. Vice helps the younger generation to engage with the news they provide be it in a serious or jokey way.