In a significant shift for Vice Media Group, the renowned digital media company known for its youthful appeal and edgy content, announced on Thursday its decision to cease publication on its flagship website.

Alongside this move, the company disclosed plans to terminate numerous positions, marking a substantial downsizing within the organization.

Recognized for its millennial-focused approach and distinctive news and lifestyle offerings, Vice had emerged as a leading player among the new wave of digital media enterprises. However, the company faced considerable challenges as advertising revenues dwindled in recent times.

This decision adds to a series of setbacks for the struggling American media industry, following the closure of BuzzFeed News last year after over a decade in operation.

Bruce Dixon, Vice Media Group's Chief Executive, conveyed this strategic shift to employees through a memo, emphasizing the necessity to realign resources and streamline operations. He noted that the current distribution model for digital content was no longer economically viable.

In the future, Vice aims to collaborate with established media entities for the dissemination of its digital content, including news, as it transitions fully to a studio model.

Employees impacted by the restructuring will receive notifications early next week, reflecting a stark turn of events for the once-prominent media powerhouse. From its peak valuation of $5.7 billion six years ago, Vice underwent a drastic decline, culminating in a bankruptcy filing in May of last year. Subsequently, a consortium of creditors, led by Fortress Investment Group, acquired the company for a fraction of its former value, at $350 million.

The struggles faced by Vice are emblematic of broader challenges encountered by digital media startups, which often struggle to translate brand enthusiasm into sustainable revenue streams. Last year's slowdown in online advertising and tightening credit conditions further exacerbated the situation for these companies.

Established in 1994 as a Canadian magazine, Vice expanded into a multimedia conglomerate with news websites and television operations. Its provocative persona and ability to resonate with young audiences earned it widespread acclaim within the media landscape. However, controversies, including reports of workplace harassment in 2018, tarnished its reputation, leading to the resignation of co-founder Shane Smith as Chief Executive and the dismissal of several employees.