CASE STUDY Known for its diverse range of original online content, VICE (www.vice.com), founded in 1994 by media superstars Shane Smith, Gavin McInnes and Suroosh Alvi, originally started out as a punk magazine covering music and culture. In 2006, the company expanded its media distribution to include online content – a move met by unprecendented enthusiasm on the internet. With a knack for landing top writers and producing thought-provok

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