Vice Goes Full ‘Brand Safety’ in Bid to Woo Advertisers

Vice seems to be turning over a new leaf. No, it’s dedication to weed isn’t going anywhere, it’s even created a Museum of Weed set to open soon in Los Angeles, but there was a lot of grown-up talk at this year’s NewFront presentation about “trust,” being “brand safe” and “control” over content. All incongruous for an outlet that made its name on being an edgy alt destination and one that under co-founder and former chief executive officer Shane Smith had a reputation for bro-y hipster culture. Smith was at the presentation, but didn’t speak. But new ceo Nancy Dubuc, not yet a year into the job, said, “It feels like a new beginning every day at Vice.” She meant it as a positive. Dubuc also addressed some popular industry sentiment that she came to Vice to bring more structure and smooth out the edges left with Smith at the helm. She said she came to Vice because of Smith, whom she cloying referred to as “Poppa Shane,” and because of the “passionate, purposeful, creative storytelling” at Vice. “It has nothing to do with adult supervision,” she added. Nonetheless, Vice talked up some business decisions one could characterize as “mature,” something TPG, Vice’s largest investor

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