Back in 1994, a “punk zine” called Vice was launched in Montreal. 20 years later it has offices in over 30 countries and it has expanded into a global youth-focused media company that runs a range of magazines and websites, a music label, a film-making arm, a TV show, a news outfit and an ad agency. And, because it has been able to attract the tough to reach millennial market, brands are increasingly looking for some of its magic dust. We chat with Melbourne-based director Myki Slonim about Vice Media’s strategy, how brands can get past young people’s sophisticated bullshit detectors and how the company is faring in this part of the world.
Browsing: David Carr
One fact that has stuck with me over the years—and flashes up in front of me occasionally when I’m deep in a time-sucking online/social media rabbit hole—is that the same part of the brain that responds so favourably to pokie machines is the same part of the brain that responds so favourably to the constant arrival of notifications on your phone, in your inbox or on social networks. So, like digital meerkats, many of us are constantly popping our heads up and looking for the next information fix. And, as a recent Victoria University study has shown, the online realm is having an impact on our reading behaviour.