Tuesday, June 16, 2015

Miami Vice: Millennial Whisperer Looks to Grow Its U.S. Hispanic Audience

Vice is taking its talents to South Beach.

The publisher is opening up a Miami bureau to produce more articles and videos aimed at the growing number of young Hispanic people in the U.S. The bureau will also serve as the hub for pulling in content from Vice's offices in Brazil, Colombia and Mexico.

"We noticed that we have something like 23% of our audience in the U.S. that already is a U.S. Hispanic audience. So we have big audience there. But we were probably relying a little bit too much on our international bureaus, and we weren't utilizing the creative pool and creative talent in the U.S. to generate that content as much as we should have," said Vice's president Andrew Creighton.

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