Just wondering: Why does Vice’s new women’s site have a subtitle straight out of Mad Men?


Vice Media, a profitable niche advertising agency with a sporadically impressive news vertical, a largely embarrassing music vertical, and a pretty good food vertical, is joining other male-run media companies in launching yet another vertical: Broadly, a “women’s” website along the lines of Gawker Media’s Jezebel and The Awl Network’s The Hairpin. The new website, called Broadly (because… men used to call women broads? in Medieval times?), will be edited by Tracie Egan Morrissey and Callie Beusman, both of whom left Jezebel for Vice recently.

All of which to say, great! Media, like most industries, is mostly male-dominated, and it’s good news that there is a new space for women to write on the internet. Just one question: Why is the subtitle for Broadly “For women who know their place”? Whose fucking idea was that? Is Gavin McInnes still running Vice? “For women who know their place” sounds like the tagline for a pitch on Mad Men that Don Draper would’ve rejected for being too obvious.

As an insightful Tweeter noted, Vice lifer and, according to his Twitter bio, the managing editor of Broadly, Mitchell Sunderland has, over the years, tweeted many things that certainly read as sexist. (I’m of the opinion that if you’re male, you shouldn’t be throwing the c-word around, especially if you’re just some white dude from Florida.)

(I’d also like to note that Sunderland has written what is, in my opinion, the best thing that Vice has ever published.)

Anyway, can’t wait to read some Broadly content so I might get a look at content for women who know their place.

Updated with the Mitch Sunderland stuff.

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