But I’ve learned that his company will launch a new health vertical in the coming months led by Kate Lowenstein, formerly health director at Prevention magazine. The digital powerhouse is wagering that even marijuana-smoking millennials want to feel healthy — not to mention the free page views from hypochondriacs Googling their scary rashes.
A spokesperson from Vice declined comment.
This expansion comes on the heels of a recent report that the traffic for the portfolio of Vice’s websites measured by Comscore declined by 17.4% in February, relative to the previous month, the biggest drop in the entertainment category. Perhaps a new offering will help revive Vice.com, though the site’s last addition, femme-focused Broadly, hasn’t given the property much of an audience boost.
Meanwhile, Vice continues to adhere to a let’s-see-what-sticks strategy, launching its own TV network Viceland, acquiring a majority stake in the U.K.-based Pulse Films, expanding digital operations into Central and Eastern Europe, and partnering with the U.K.’s Sky TV.
The health vertical will join Vice’s slate of millennial-focused programming that includes the successful food blog Munchies, music site Noisey, and tech platform Motherboard. Like their other verticals, editors will be working closely with video producers, to create cross-branded content.
Vice’s health site has yet to be named, and will be based in the company’s hipster headquarters in Williamsburg, Brooklyn. Vice brass is still working on the direction, but when I ran into an editor and joked about pitching an item about sugar-free pot brownies, I nearly got a story assignment.