Published by Leonardo Calcagno
Everyone, it seems, wants a piece of Vice. The hot media company, focused on being “the Time Warner of the streets,” according to its brash CEO, has put many of its chips on Vice News. The news channel, relaunched in December, is all about multiplatform distribution, including a deal with HBO. On the Web, Vice has turned to Google-owned YouTube as the linchpin of its distribution strategy. That’s paid off quite a bit lately in terms of promotion. You’ve probably seen an ad for Vice News, whether in a New York City taxi or subway, on a bus shelter, during a TV show, or through a pricey homepage placement on The New York Times this month. Article continues at digiday.com