Probably the best example of a magazine that extends its content to Video is Vice. Their VBS.tv is a good example of how to make creative and interesting WebTV. The fact that Spike Jonze, the director of Being John Malkovich, is creative director at VBS.tv probably helps, but as Karina Longworth pointed out on NewTeeVee this week it is also due to the real cross-media approach:
…all the best stuff on VBS.tv was born in the magazine. Globe-trotting gonzo vlogs like Heavy Metal in Baghdad and Toxic Alberta are just extensions of the stuff VICE writers used to shoot while on assignment with the magazine…
Strangely enough, Karina als argues that “If aliens were to take over the planet tomorrow and outlaw the printed press, VICE would just shrug their shoulders and maybe buy another crate of Xactis. Is there any other magazine born in the 20th century that could say that?“.
I disagree because the magazine is an important part of the success of the WebTV channel. First of all due to the transfer of content as stated in the first quote above. Secondly, Vice has a loyal audience who await the magazine with great anticipation; and again I just quote Karina: “Last night, I overheard my boyfriend and a friend bitching about how physical copies of VICE Magazine have become increasingly hard to find“. Thirdly VBS.tv also transfers the tone-of-voice, the image, the experience from the magazine to their WebTV-channel. And this has nothing to do with brand…
Vice and VBS.TV are role-model to any magazine publisher trying to move its text and static pictures to sound and moving images.
