Vice + Virtue = Media + Marketing

The NY Times recently had a very interesting piece on the combined force of Vice magazine and the associated Virtue agency:

"Vice magazine has its own antonymous agency, Virtue, which serves as an advertising firm, Web site developer and branding partner. In what may rankle media traditionalists who favor a bright line between advertising and editorial, Virtue’s approach includes using editorial staff at Vice to help develop marketing plans for clients."

Key point: they're getting coverage cause their youthful tastemaker access and marketing approaches are working. But whether this is another example of the fading advertising/editorial line or is more similar to radio stations whose DJ's do ad spots is up for discussion.

Certainly the idea of successful content creators creating marketing campaigns makes a heck of a lot of sense.

Comments

[Leon]

The advertising/editorial line is blurring. Look at Worldstarhiphop.com posting 'commercial' videos with music videos.