From The Guardian:
“20 years ago we were the hipsters’ bible and all that crap, and then we went online, and famously, or famously at least in Vice lore, we reinvented ourselves. We like to say, in reference to Dylan, ‘We are not afraid to go electric’. We let our very high-profile editors go. We handed the thing over to kids straight out of school and let them run our magazine. And that has allowed us to become this Gen Y platform. It took us 10 years to get to a million copies of the magazine, and it took us one year to get to 10m uniques [online browsers] a month.”
And how does he measure success himself?
“For me personally, you always think when you are starting out, I am going to make a nebulous amount of money, buy an island, wear an Amadeus wig and go naked and be crazy. But, you know, I was talking recently to Spike [Jonze] and he said ‘Take money out of the equation. And ask yourself what would you do?’ and I realised two things: first I would pay money to do the job I am doing, and second I wanted to build the next CNN, the next ESPN. And I also realised that given the digital revolution that is not only within my grasp, but I am frontrunner to get there. Once I realised money isn’t the report card, and putting your imprint on the world’s cultural fabric is possible, that is when we stopped scrabbling around on the periphery begging for money, and thought ‘let’s go for it’.”
Continue reading the rest of the story on The Guardian