VICE : Du contenu branché destiné aux jeunes adultes
Dans l’industrie fortement concurrentielle des médias d’aujourd’hui, la diversification des stratégies marketing révolutionne notre façon de consommer l’information. En contrepartie de la presse écrite, on rencontre de plus en plus des médias 100 % numériques qui captent davantage notre attention. C’est le cas de VICE, un groupe de médias développé autour du magazine du même nom fondé en 1994 à Montréal.
Distribué initialement dans les rues de la métropole, ses opérations étaient financées par le gouvernement dans le cadre d’un programme de réinsertion pour jeunes en difficulté. En 1996, trois de leurs rédacteurs rachètent le magazine à l’éditeur et entreprennent une diversification de la marque.
L’entreprise devient officiellement VICE Média suite à l’acquisition de la revue britannique i-D et de l’agence de création numérique américaine Carrot Creative en 2013. Aujourd’hui, elle est présente dans plus de 30 pays à travers le monde avec son réseau de télévision numérique, ainsi que sur les plateformes Web, application mobile et les réseaux sociaux Snapchat, Facebook, Instagram, Twitch et YouTube.
Raconter des histoires différemment
VICE est loin d’être un média traditionnel. L’entreprise produit quotidiennement des reportages et des documentaires destinées aux jeunes adultes de 18 à 34 ans, portant sur des sujets inusités, voire parfois controversés, ou bien présentant avec une autre perspective des sujets également abordés par d’autres médias.
Arts, culture, musique, cuisine, technologie, actualité, santé, voyage, etc. se retrouvent au cœur des sujets abordés par cette chaîne à contenu 100 % numérique. « Chez VICE, on raconte des histoires d’une façon différente, lance Mme Delphine Poux, directrice générale de VICE Québec. La mission de l’entreprise depuis sa création est de remplir des gaps en contenu TV numérique. »
L’entreprise comprend aujourd’hui un réseau international de chaînes numériques, dont une chaîne qui diffuse plus de 40 émissions à contenu 100 % original. Elle détient également son propre studio de production, une agence de création intégrée, un magazine numérique, une maison d’édition et un label discographique.
Quand le marketing règne sur le contenu
La relation entre le département de marketing et l’éditorial chez VICE diffère aussi grandement de celle qu’on retrouve chez les médias traditionnels. Notamment, l’entreprise maximise sa production en faisant une utilisation multidisciplinaire d’un même contenu. « À partir d’un documentaire de 18 minutes produit sur un sujet donné, on peut extraire du contenu court pour diffusion sur les réseaux sociaux, publier des articles en soutien, créer des publicités ou des affiches », explique Mme Poux.
Le rédacteur a libre cours quant au ton et au langage à privilégier, et contrairement aux méthodes journalistiques traditionnelles, les sujets sont traités de manière subjective. « L’éditorial s’appuie sur des stratégies marketing pour faire vivre son contenu. C’est donc le marketing qui nourrit et définit la ligne éditoriale du magazine », conclut Mme Poux.
Propos recueillis le 19 février dernier, lors de la conférence intitulée “Quand marketing rencontre journalisme”, organisée par le journal L’Intérêt d’HEC Montréal en collaboration avec l’agence de publicité Havas Montréal.
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