2008

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
right out and say this, but here
goes… Vice is the coolest maga-
zine in the world. Whew. It actually felt
pretty good to get that into the open.
But this isn’t just grandstand-
ing. We know that it’s hard to have
someone tell you how amazing their
magazine is, but we’re serious. It can
be empirically proven with cold, hard,
unyielding math. And nobody can
argue with math.
Our core audience is made up of, in
marketing speak, “trendsetting metro-
politans ages 21-34.” In fact, marketing
survey The Cassandra Report has named
Vice the #1 trendsetter title for 2003,
2004, 2005, 2006, and 2007. We don’t
even bother to show up to get the awards
anymore. We just have them mailed over
to the office.
Recently, Vice has been the ideal ve-
hicle for brands like Nike, MTV, HBO,
Toyota, Honda, EA, Virgin Mobile, Adi-
das, Sony, Puma, Jeep, Rockstar Games,
Universal Music, and Warner Music
Group to reach the highly sought-after
reader demographic that we speak to.
See, Vice is the first free, internation-
ally distributed lifestyle magazine on
Earth, ever. We pass out 910,000 copies
of every issue worldwide. Global circula-
tion of Vice will reach 1,000,000 by the
end of 2008. With simultaneous editions
from Tokyo to New York and back again,
each issue of Vice is being read by smart
and funny young people the world over
every month. Plus, each edition has the
latest news and opinions from people
on the ground in each of our territories.
What other magazine can do that? The
answer: nobody can.
And don’t forget, Vice is free. It
isn’t sold on newsstands, a.k.a. the sad
meat markets of the publishing indus-
try. Instead, Vice can be found in living,
breathing places like fashion boutiques,
record stores, galleries, bars, and cafés.
Can you say, “100 percent pick-up
rate”? (That’s two to three times the
pick up rate of any competitive publica-
tion.) Thanks to our targeted distribu-
tion and high standard of epic content,
Vice has a loyal, global army of fanati-
cal readers. Each new issue is awaited
as fervently as if it were the cure for
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

V ICE has been doing a wee bit of

expansion lately. The VICE Brand
Divisions now include:
VICE Films: In 2007 Vice Films
produced Heavy Metal in Baghdad,
the feature-length documentary follow-
ing the only heavy metal band in Iraq,
Acrassicauda, and White Lightning:
The Jesco White Murders, starring Ed
Hogg and Carrie Fisher, with Dominic
Murphy directing and UK Film Coun-
cil co-producing. There is also a fea-
ture film collaboration with Academy
Award nominated director Spike Jonze
in the works.
VICE DVD: A joint venture with MTV
Networks that produces original long-
form DVDs, including the VICE Guide
to Travel. These scary and hilarious doc-
umentaries bring Vice magazine to life.
We’ve heard it described as “60 Minutes
meets Jackass” and we aren’t going to
argue with that, really.
VICE Music: After five years work-
ing with the Warner Music Group, VICE
Music is now a full-service independent
label undertaking an international expan-
sion in order to seamlessly integrate music
into the worldwide VICE brand. With a
roster that includes Bloc Party, The Streets,
Justice, The Black Lips, and more, VICE
Music is also exploring management,
publishing, merchandise, and multi-level
brand partnerships with artists. VICE Custom Publication:
Tales of Colt 45
VICE Books
The VICE CD/DVD: This bi-monthly
compilation of new music and videos,
movie trailers and promos, comes poly-
bagged in 28,000 subscriber and VIP
copies of the magazine. We also dis-
tribute the VICE CD/DVD for free at
selected VICE distribution points and at
VICE Music:
VICE events nationwide. Black Lips
VIRTUE:
Rock Band packaging
VIRTUE: Virtue is the other side of
VICE. It’s an agency that does brand
strategy, print and film production, art
direction, and product development, all
under one roof. Virtue is a fully inte-
grated creative, branded entertainment
and distribution studio with offices in
New York, London, Berlin, Toronto,
VICE Custom Publication:
Stockholm, and Sydney. It gives brands VICE Mini Guides
Calvin Klein, what are you in2?
the chance to harness the creative power
of VICE’s worldwide creative network.

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.

VICE Films: Heavy Metal In Baghdad

 worldwide
distribution
“Vice magazine has grown into a global music, publishing and fashion empire.”
–The Guardian
“An unlikely arbiter of global youth culture...”
–Playboy
14 Global Editions

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

TOTAL WORLDWIDE . . . . . . . . . . . 910,000

 VICE ONLINE
Users visit Vice Online eight times a month on average.

VICELAND.COM

V iceland.com is where the world of

Vice Magazine lives online—and
crams all of the humor, hyper-smart atti-
tude and content that our audience expects
from Vice—plus online-only content, daily
updates from all of Vice’s international
offices and tons of reader comments. It’s
through Viceland’s commentary, forums,
Viceland.com homepage VBS.tv player page and contests that the Vice audience can
really react to and interact with each other.
Viceland attracts more than 1 million
unique visits per month and 2.5 million
page views every month, ranking Vice-
land.com higher on Alexa.com than Spin,
Blender, Nylon, The Fader, Details, and
other competitive magazine sites. And
since the site redesign in late 2007, traffic is
up over 50%, and climbing every month.

RATES
Vertical Banner . . . . . . . . . . . . . . $15 CPM
Viceland.com articles VBS.tv homepage Size: 160 x 600px

Square Banner . . . . . . . . . . . . . . $15 CPM

VBS.TV Size: 300 x 250px

Horizontal Banner . . . . . . . . . . . $15 CPM

V BS is an advertiser-supported online network streaming original content, 24

hours a day. We carry a mix of domestic and international news, pop and under-
ground culture coverage, and the best music in the world. With Academy Award-
Size: 468 x 60px (Viceland only)

Homepage Banner . . . . . . . . . . . $30 CPM

nominated director Spike Jonze (Adaptation, Being John Malkovich) as our creative
director, we produce original content from a veritable United Nations of contributors
including bureaus in 20 countries.
In 2007 VBS traveled to places including Darfur, North Korea, Lebanon, Syria,
Colombia, Bolivia, West Virginia, and a giant island of garbage floating in the middle
of the Pacific, just to bring home stories that no other media outlet could get. Plus
we produced tons of music programs, smart conversations, and sports ranging from
Size: 600 x 300px (Viceland only)
Leaderboard . . . . . . . . . . . . . . . . $15 CPM
Size: 728 x 90px (Exclusively for Viceland or VBS)
Onscreen Banner . . . . . . . . . . . . $35 CPM
Size: 480 x 270px (VBS only)
Banner Roadblock . . . . . . . . . . . $30 CPM
Size: 160 x 600px + 300 x 250px (VBS only)

skateboarding to surfing to Professional Bull Riding to Indy car, too. Pre-Roll Video Streaming . . . . . $ 45 CPM
Streaming on VBS’s signature “in-room” widescreen and remote, the content is 15 secs maximum
available all the time, on-demand. Marketing partnerships with online networks like Channel Sponsorship . . Rates Upon Request
YouTube, MySpace, and Joost allow VBS content to reach millions of users offsite as 1 month (includes player branding, VBS only)
well, carrying with it brand and sponsorship messaging. Brands like Scion, PlaySta- Newsletter (100k recipients) . . . . . . $1000
tion, Volvo, HBO, EA Games, Fox Searchlight, PUMA, Guitar Center, Nokia, Molson Size: 728 x 90px
Brewing, and many others have discovered VBS.tv to be an ideal platform for their Show Sponsorship . . . . Rates Upon Request
online advertising efforts. 1 month (VBS only)
VBS.tv currently attracts 1.5 milllion unique visitors per month, and is constantly
Brand Integration /
growing. From IAB standard units to custom mini-sites, pre-roll video to deep brand Product Placement . . . . Rates Upon Request
integration with content, the possibilities for advertisers are myriad. (VBS only)
 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
Full Page $9,520 $7,700 CAN £3,500 ¥700,000 $3,800 AUD €5,500 €3,000
Half Page $4,856 $4,150 CAN £1,900 ¥380,000 $2,280 AUD €3,000 €2,360
Quarter Page $3,427 $2,750 CAN £1,050 ¥200,000 $1,368 AUD €1,650 €1,730
(35% gross discount on worldwide buys)

Discounts
DEADLINES AD BUY RATE GROSS DISCOUNT

ISSUE street ad closing art closing trade show 4x 10%

DATE date deadline deadline exposure
8X 12.5%
January 01/04/08 11/30/07 12/07/07 ASR, SIA, PROJECT NYC 12x 15%
February 02/01/08 12/21/07 01/04/08 MAGIC/Pool, PROJECT LV
March 03/07/08 01/25/08 02/01/08 SXSW, WMC
April 04/04/08 02/29/08 03/07/08 –
DIMENSIONS
May 05/02/08 03/28/08 04/04/08 – TRIM AREA . . . . . . . . 8.375”w x 10.875”h
June 06/06/08 04/25/08 05/02/08 – BLEED SIZE . . . . . . . . . 8.625”w x 11.125”h
July* 07/04/08 05/23/08 06/06/08 Pool, Project NYC LIVE AREA . . . . . . . . . . 7.875”w x 10.375”h
August 08/01/08 06/27/08 07/04/08 MAGIC/Pool, PROJECT LV
1/2 PAGE HORIZONTAL . . 7.75”w x 4.875”h
September 09/05/08 07/25/08 08/01/08 ASR, Fashion Week
1/2 PAGE VERTICAL . . . 3.75”w x 10.25”h
October 10/03/08 08/22/08 09/05/08 CMJ
November 11/07/08 09/26/08 10/03/08 – 1/4 PAGE SQUARE . . . . . 3.75”w x 4.875”h
December‡ 12/05/08 10/24/08 11/07/08 Art Basel 1/4 PAGE HORIZONTAL . . 7.75”w x 2.375”h
* Photo Issue ‡ Fiction Issue 1/4 PAGE VERTICAL . . . 1.875”w x 10.25”h

IMAGES HOW AND WHERE TO SEND ADS

Visuals must be CMYK (never RGB, nor duotone, nor multi- All ads must be sent to VICE in a digital format electronically
channel). All art must be at least 300 dpi. If you have alot of (email or FTP) or on a CD. The preferred format for final art-
line art (1-bit images) it’s recommended that you deliver art at work is QuarkXPress files with all used images and fonts (includ-
600 dpi to prevent pixelation. ing screen and print fonts). Once you have collected everything
on CD, send it to:
REMEMBER: Always keep important info like photo credits
etc. away from the bleed or they might get chopped. ATTN. PRODUCTION DEPT.
VICE Toronto
1349 Queen St. West
Toronto, On.
CANADA
M6K 1M1

Direct any questions to: ads@viceland.com

Photo by Ed Zipco
 Demographics Source: September 2007 3rd Party Research. Data and methodology available upon request.

An Extremely Loyal and What readers

Overall
Involved Audience think of VICE
Agree

67% save/collect an issue after reading it The writing is different from anywhere else 89%
45% pick up every issue The articles are always entertaining 86%
87% pick up each issue 3+ times to read I love its sense of humor 93%
23% pick it up 8+ times to read I love the international nature of its content 76%
44% spend 1-2 hrs reading each issue, 34% spend over 2 hrs The ads in the magazine are interesting 58%
17% don’t read ANY magazines other than VICE I like the fact that advertising is not disguised 77%
as editorial, unlike other magazines
45.6% visit viceland.com once a month or more
5.6 readers per-copy on average
1,064,000 total North American audience VICE readers have
strong trendsetting Overall
VICE Readers are attitudes Agree
big-time consumers
I like to know about music/bands/releases 83%
before everyone else
83% purchase clothing/accessories every month, 38% every week
I like to know about fashion brands/designers
81% buy music every month, 41% every week 65%
before everyone else
83% eat out at least once a week
I like to know about new technology/gadgets
82% go to a bar or club at least once a week before everyone else 56%
84% purchase alcohol every week
79% go to the cinema every month, 37% go every week
MEAN MEDIAN
90% have a mobile phone
INDIVIDUAL HOUSEHOLD
39% buy movies, videos or DVDs every month, 11% every week
INCOME INCOME
56% buy health and beauty products every month
40% shop online every month $56,456 $83,472
15% own a Mac (the world at large is 5%), 79% own a PC
52% own a video game console
81% use a digital camera
80% intend to travel overseas in the next 12 months
94% have a credit card
95% use the internet daily
94% use email daily

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%

Photo by Angela Boatwright

 RECENt PRESS
“Make way for the new honesty.”
–Observer Magazine
“Scurrilious… the hottest magazine.”
–NME
“…delivers humour by the crateload
and skewed intelligent cultural
analysis melded to a shocking gift for
irreverent delivery…”
–Arena
“[A] hipper-than-thou alternamag with
dreams of world domination...”
–The New Yorker
“Vice may have cornered the market on
cool in print.”
–Wired
testimonials
“The most arrogant people I’ve ever met.
I want to be in business with them.”
–Van Toffler, President, MTV
“A lot of people claim to target trendsetters,
but very few people actually deliver them.
Through brand integrity, community &
truth, Vice speaks to every single one of
those elusive yet very essential assholes.”
–Livia Tortella, Vice President of
Marketing & Artist Development,
Atlantic Records
“Vice is our Vanity Fair.”
–Iris Alonzo, Creative Director,
American Apparel
US Advertising / Publisher: Erik Lavoie  Canada Advertising: Ryan Archibald
718.233.3644 erik@viceland.com
“Cutting, clever and hilariously crude...”
–Visionaire
“The first-movers of culture have embraced
a continuum that includes the hip, sub-
versive aesthetic of Vice Magazine.”
–New York Times Magazine
“VBS.tv... a model for reporting that may
be raw, but is nothing but honest. And
who to trust to better explore the sub-
cultural landscape than Vice magazine?
This is going to be important.”
–PSFK.com
“Vice is so cool - in a way MTV would
love to be.”
–CNN
“VICE is hugely influential. It’s kept them
on the cutting edge... Within months
they are doing in the record industry
what they already did in publishing:
change the standard operating proce-
dure in order to make things happen.”
–John Reid, Managing Director,
WEA London
“I haven’t gotten a copy of Vice since
2000, people fiend that mag like crack.”
–David Choe, Painter, Illustrator &
VICE Contributor
VICE CONTACTS
416.596.6638 x228 ryan@viceland.com
“[Among the] biggest brand success stories
of the year...”
–Advertising Age, “The Marketing 50”
“Often so far and away the funniest print
publication in the world that it’s sort of
embarassing to compare anything else
with it. The Vice zeitgeist is hard to define,
but you know it when you see it.”
–Business Week
“Broadband Internet for people too cool
to own a television.”
–Blender
“The people [at VBS.tv] are on a mission.
They’re inventing new things every day.
It reminds me of MTV in the extremely
early days.”
–MTV Founder & Former Viacom
CEO Tom Freston
“VBS is punk rock for the 21st Century.
They are better-looking and more rock-
and-roll than we will ever be.”
–U2’s Bono
New Business Development: Ben Dietz
718.233.3660 ben@vbs.tv