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Vice and Refinery29 to launch localised platforms in Australia

The coronavirus pandemic has accelerated a shift in digital advertising spend toward Google and Facebook Youth-focused publishers Vice and Refinery29 will publish localised versions of their content in Australia under a new deal with Pedestrian Group. The new deal will see Vice and its sister publication Refinery29 operate as separate websites within the Pedestrian Group, which also publishes PedestrianTV, Business Insider and Gizmodo in Australia. Vice’s TV digital channel, which is run by SBS Australia and Vice World News in Australia and New Zealand is not part of the deal. Why is the deal happening now? Vice has operated in Australia since 2014 but has been hemorrhaging staff over the past two years, going from 50 to just two employees in June 2020.

Nine s Pedestrian to revive Vice and launch Refinery29 in local market

March 15, 2021 12:05 Less than a year after Vice shrunk its local operations almost to the point of non-existence, Pedestrian has announced it will revive the media brand and launch women’s media site Refinery29 in the local market. Despite Vice’s previous difficulties locally, and the shuttering of other digital newsrooms including Buzzfeed, 10 Daily, and whimn.com.au, Pedestrian’s CEO Matt Rowley is confident both Vice and Refinery29 will be set up for success. “In the Pedestrian Group, we’ve actually seen growth year-on-year,” Rowley told reporters, addressing the local media landscape’s condensing. “Part of what’s behind that is the scale that we’ve got in market. If you think about Pedestrian, it’s always been a self-sustaining business model. It’s needed to be profitable to reinvest in the business and build. It’s never been a venture capital-backed business model.

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