The Demise of Vice Media: Not the First or Last to Fail

Large Audience Reach 33 negative22 positiveMultiplatform Opportunities 75 negative25 positiveResearch Support 50 negative13 positiveAbility to Use 1st Party Data 40 negative20 positiveProgrammaticAutomated Buying Options 50 negative25 positiveConnections to Commerce Opportunities 100 negative0 positiveCompounding the business challenges for the sales organization 100 of respondents in a business relationship with Vice rated the quality of the sales team and personal relationships as quotadequatequot 3 on the 5point scale Even Vice39s more positive qualities reflected a troubled business model For Contextual Relevance of Content Environment seven percent of respondents rated Vice39s performance as negative bottom 2box but only onethird of its clients assigned a top 2box rating While Vice39s competitors averaged 55 positive ratings for Brand Safety and 54 for Large Audience Reach the two primary factors leading to brand consideration Vice significantly underperformed with only 29 positive perceptions for Brand Safety and 22 for Large Audience Reachamp160Among the fifteen quotEditorialFeature Contentquot publishers evaluated by The Myers Report perceptions of Arena Media Group and Trusted Media Brands also underperform compared to their competitors but are challenged more by lack of awareness than negative perceptions Trusted Media for example is a market leader for advanced research and firstparty data opportunities but has not translated those assets into commerce opportunitiesHere are other highlights on the EditorialFeature Content category from The Myers ReportDotdashMeredith is the overall category leaderBustle Media Group is positively recognized for multiplatform opportunities and a quality sales team100 of The Atlantic39s business partners at agencies and brands rate the organization39s sales team positively but share concerns about their ease of administration and programmaticautomated optionsThe New York Times benefits from positive brand safety and a quality sales team but has failed to activate relevant programmatic and automated technologiesThe Wall St Journal outperforms the category for valuable multiplatform opportunities large audience reach brand safety and quality sales team Yet it ranks among the least positive for ease of administration and innovative opportunitiesUSA Today is among the category leaders for large audience reach multiplatform opportunities programmatic options and advanced research support but is challenged by the underperformance of its sales teamVox Media had no meaningful positive attributes some clear business concerns and appears to be solidly positioned in the quotadequatequot categoryVice Media recently announced plans to lay off several hundred employees and will no longer publish at Vicecom Vice filed for bankruptcy last year and was sold for 350 million to a consortium led by the Fortress Investment Group which is apparently looking to sell its Refinery 29 publishing business The Messenger BuzzFeed News and Jezebel have also shut down in the past year and media outlets across the industry are slashing overhead through budget cuts and layoffs Based on data collected by The Myers Report on more than 200 media sales organizations the demise of additional content creation and distribution platforms appears inevitableThe Myers Report offers a comprehensive solution for revenue optimization through proprietary market intelligence targeted business connections custom B2B marketing streamlined operations and organizational preparation Proprietary market research and exclusive oneonone access to decisionmakers powers our Revenue Optimization Program Custom programs deliver onetoone targeted connections informed by custom intelligence supported with targeted communications enhanced through meeting preparation advanced through engaged followup measured based on RoI Subscriptions to The Myers Report include earned and paid media activation at the MediaVillage Knowledge Exchange and MeetingPrepai a nonprofit community of advertisingsupported media agencies industry suppliers and thought leaders dedicated to fostering collective advocacy for growth through education and diversity

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The Demise of Vice Media: Not the First or Last to Fail

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Jack Myers

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The Demise of Vice Media: Not the First or Last to Fail

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