Richard Beckman, who exited as chief revenue officer at Vice Media last year, has landed at Discovery-backed Group Nine Media, parent of Thrillist and other sites, as its chief revenue officer.

Discovery, the cable-TV powerhouse, announced in October that it was putting $100 million into the company controlled by Lerer Hippeau Ventures and headed by Ben Lerer.

It includes Thrillist, The Dodo, Seeker and the news and entertainment site NowThis.

The move seems aimed at getting video producers more into the long- form video game, rather than being an old-fashioned traffic play.

The company boasts that it’s already the No. 1 video news publisher on Facebook.

“We have a combined 4.2 billion video views per month,” Beckman said. “These are video views — not impressions. It shows engagement — and engagement is replacing reach for the sake of reach.”

Beckman also joked that the “Mad Dog” nickname he picked when he was an up-and-coming executive at Condé Nast — and which stuck with him as CEO at Prometheus Global Media and co-founder of the now defunct Three Lions Entertainment — is being usurped by Donald Trump’s pick for Defense secretary, James “Mad Dog” Mattis.

“I’ve had it for more than 20 years,” he said in mock indignation, “but I think my real title should be alchemist, formerly known as Mad Dog.”