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Vice is #1
“Each generation has a small-run, intensely hip magazine
that proves influential far beyond its circulation numbers, be it
Wenner Media’s Rolling Stone or the independents Spy or Might...
Vice is this generation’s model.”
–Advertising Age
S
ometimes it’s hard to come anymore. We just have them mailed over latest news and opinions from people
right out and say this, but here to the office. on the ground in each of our territories.
goes… Vice is the coolest maga- Recently, Vice has been the ideal ve- What other magazine can do that? The
zine in the world. Whew. It actually felt hicle for brands like Nike, MTV, HBO, answer: nobody can.
pretty good to get that into the open. Toyota, Honda, EA, Virgin Mobile, Adi- And don’t forget, Vice is free. It
But this isn’t just grandstand- das, Sony, Puma, Jeep, Rockstar Games, isn’t sold on newsstands, a.k.a. the sad
ing. We know that it’s hard to have Universal Music, and Warner Music meat markets of the publishing indus-
someone tell you how amazing their Group to reach the highly sought-after try. Instead, Vice can be found in living,
magazine is, but we’re serious. It can reader demographic that we speak to. breathing places like fashion boutiques,
be empirically proven with cold, hard, See, Vice is the first free, internation- record stores, galleries, bars, and cafés.
unyielding math. And nobody can ally distributed lifestyle magazine on Can you say, “100 percent pick-up
argue with math. Earth, ever. We pass out 910,000 copies rate”? (That’s two to three times the
Our core audience is made up of, in of every issue worldwide. Global circula- pick up rate of any competitive publica-
marketing speak, “trendsetting metro- tion of Vice will reach 1,000,000 by the tion.) Thanks to our targeted distribu-
politans ages 21-34.” In fact, marketing end of 2008. With simultaneous editions tion and high standard of epic content,
survey The Cassandra Report has named from Tokyo to New York and back again, Vice has a loyal, global army of fanati-
Vice the #1 trendsetter title for 2003, each issue of Vice is being read by smart cal readers. Each new issue is awaited
2004, 2005, 2006, and 2007. We don’t and funny young people the world over as fervently as if it were the cure for
even bother to show up to get the awards every month. Plus, each edition has the polio or something.
THE VICE BRAND
“VICE is comfortable enough with modern media and marketing
to leverage its cachet into a multi-tentacled business play.”
–Business Week
We’re not even done yet. The VICE brand includes the city-
specific VICE Guides mini-magazine series and VICE Books
(The Vice Guide to Sex and Drugs and Rock and Roll in 2002;
Vice Dos and Don’ts in 2004, Dear Diary, Skinema and The
Vice Photo Book in 2007). We also do custom publishing
for brands including Nike, Puma, Beck’s, PSP, Paramount,
EA Games, Calvin Klein, and Dewar’s. Oh, and we have our
own pub in London. It’s called The Old Blue Last. Stop by
sometime. It might be the only place in all of the UK where
you can reliably and regularly find attractive people.
T
he United Nations could stand to
take some notes from our thirteen
global editors. Vice has successfully
unified the planet in international harmony
with our multi-limbed content machine.
There is no parallel for it in the publishing
world. Quality? Originality? Scope? Check,
check, and check. Each international edi-
tion of Vice is tailor-made for its community,
but content is also shared between all ter-
ritories. That means the best features from
each region are shared in Vice editions every-
where. We really are the world’s first fully
global, independent magazine.
As Vice expands internationally, advertis-
ers will be increasingly able to affect global
style trends and reach the right people every-
where. Do you understand the implications of
that? With Vice, you can change the world,
and with each new territory that launches, our
hold on the elusive and rare bird known as the
“tastemaker” grows. Together, we can grow
drunk and bloated with power.
TOTALS:
1. U.S.A. . . . . . . . . . . . . . . . . . . . . . . . 135,000
2. Canada . . . . . . . . . . . . . . . . . . . . . . . 55,000
3. U.K. . . . . . . . . . . . . . . . . . . . . . . . . . 89,000
4. Germany . . . . . . . . . . . . . . . . . . . . . 100,000
5. Italy . . . . . . . . . . . . . . . . . . . . . . . . . 100,000
6. France . . . . . . . . . . . . . . . . . . . . . . . . 75,000
7. Spain . . . . . . . . . . . . . . . . . . . . . . . . . 75,000
8. Scandinavia . . . . . . . . . . . . . . . . . . . . 45,000
9. Holland . . . . . . . . . . . . . . . . . . . . . . . 35,000
10. Belgium . . . . . . . . . . . . . . . . . . . . . . . 25,000
11. Japan . . . . . . . . . . . . . . . . . . . . . . . . 100,000
12. Australia . . . . . . . . . . . . . . . . . . . . . . 38,000
13. New Zealand . . . . . . . . . . . . . . . . . . 12,000
14. Austria . . . . . . . . . . . . . . . . . . . . . . . 26,000
LAUNCHING IN 2008:
15. Mexico 16. Brazil 17. Argentina 18. Portugal
19. Bulgaria 20. Switzerland 21. Poland 22. Greece
VICELAND.COM
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RATES & specs
FRANCE/ BELGIUM/
MAGAZINE AUSTRALIA & GERMANY/ HOLLAND/
RATES USA CANADA UK JAPAN NEW ZEALAND ITALY/SPAIN SCANDINAVIA
Back Cover $19,058 $15,400 CAN £8,000 ¥1,200,000 $7,146 AUD €12,500 €8,700
Front Spread $18,433 $15,520 CAN £8,400 ¥1,600,000 $9,044 AUD €13,300 €10,360
Inside Back Page $12,853 $9,955 CAN £4,550 ¥1,000,000 $4,940 AUD €7,150 €5,665
Spread $15,873 $13,200 CAN £6,000 ¥1,200,000 $6,460 AUD €9,500 €5,100
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(35% gross discount on worldwide buys)
Discounts
DEADLINES AD BUY RATE GROSS DISCOUNT
Photo by Ed Zipco
Demographics Source: September 2007 3rd Party Research. Data and methodology available upon request.
93% of Vice’s
Audience
is over 21
Under 21: 7%
21-25: 31%
26-30: 33%
31-35: 18%
36-40: 7%
41+ 4%
Mean age 28
Male Skew
Male 65%
Female 35%
testimonials
“The most arrogant people I’ve ever met. “VICE is hugely influential. It’s kept them “The people [at VBS.tv] are on a mission.
I want to be in business with them.” on the cutting edge... Within months They’re inventing new things every day.
–Van Toffler, President, MTV they are doing in the record industry It reminds me of MTV in the extremely
what they already did in publishing: early days.”
“A lot of people claim to target trendsetters,
change the standard operating proce- –MTV Founder & Former Viacom
but very few people actually deliver them.
dure in order to make things happen.” CEO Tom Freston
Through brand integrity, community &
–John Reid, Managing Director,
truth, Vice speaks to every single one of “VBS is punk rock for the 21st Century.
WEA London
those elusive yet very essential assholes.” They are better-looking and more rock-
–Livia Tortella, Vice President of “I haven’t gotten a copy of Vice since and-roll than we will ever be.”
Marketing & Artist Development, 2000, people fiend that mag like crack.” –U2’s Bono
Atlantic Records –David Choe, Painter, Illustrator &
VICE Contributor
“Vice is our Vanity Fair.”
–Iris Alonzo, Creative Director,
American Apparel
VICE CONTACTS
US Advertising / Publisher: Erik Lavoie Canada Advertising: Ryan Archibald New Business Development: Ben Dietz
718.233.3644 erik@viceland.com 416.596.6638 x228 ryan@viceland.com 718.233.3660 ben@vbs.tv