Vice Media Kit 2008 2a3c1l

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

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ometimes it’s hard to come right out and say this, but here goes… Vice is the coolest magazine in the world. Whew. It actually felt pretty good to get that into the open. But this isn’t just grandstanding. 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 metropolitans 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 vehicle for brands like Nike, MTV, HBO, Toyota, Honda, EA, Virgin Mobile, Adidas, 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, internationally distributed lifestyle magazine on Earth, ever. We out 910,000 copies of every issue worldwide. Global circulation 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 industry. 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 publication.) Thanks to our targeted distribution and high standard of epic content, Vice has a loyal, global army of fanatical 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

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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 following 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 Council co-producing. There is also a feature film collaboration with Academy Award nominated director Spike Jonze in the works. VICE DVD: A t venture with MTV Networks that produces original longform DVDs, including the VICE Guide to Travel. These scary and hilarious documentaries 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 working with the Warner Music Group, VICE Music is now a full-service independent

label undertaking an international expansion 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 Books

The VICE CD/DVD: This bi-monthly compilation of new music and videos, movie trailers and promos, comes polybagged in 28,000 subscriber and VIP copies of the magazine. We also distribute the VICE CD/DVD for free at selected VICE distribution points and at VICE events nationwide. 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 integrated creative, branded entertainment and distribution studio with offices in New York, London, Berlin, Toronto, Stockholm, and Sydney. It gives brands the chance to harness the creative power of VICE’s worldwide creative network.

VICE Music: Black Lips

VICE Mini Guides

VICE Custom Publication: Tales of Colt 45

VIRTUE: Rock Band packaging

VICE Custom Publication: Calvin Klein, what are you in2?

We’re not even done yet. The VICE brand includes the cityspecific 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

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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 edition of Vice is tailor-made for its community, but content is also shared between all territories. That means the best features from each region are shared in Vice editions everywhere. We really are the world’s first fully global, independent magazine. As Vice expands internationally, rs will be increasingly able to affect global style trends and reach the right people everywhere. 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14.

U.S.A. . . . . . . . . . . . . . . . . . . . . . . . 135,000 Canada . . . . . . . . . . . . . . . . . . . . . . . 55,000 U.K. . . . . . . . . . . . . . . . . . . . . . . . . . 89,000 . . . . . . . . . . . . . . . . . . . . . 100,000 Italy . . . . . . . . . . . . . . . . . . . . . . . . . 100,000 . . . . . . . . . . . . . . . . . . . . . . . . 75,000 Spain . . . . . . . . . . . . . . . . . . . . . . . . . 75,000 Scandinavia . . . . . . . . . . . . . . . . . . . . 45,000 Holland . . . . . . . . . . . . . . . . . . . . . . . 35,000 Belgium . . . . . . . . . . . . . . . . . . . . . . . 25,000 Japan . . . . . . . . . . . . . . . . . . . . . . . . 100,000 Australia . . . . . . . . . . . . . . . . . . . . . . 38,000 New Zealand . . . . . . . . . . . . . . . . . . 12,000 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 s visit Vice Online eight times a month on average.

VICELAND.COM

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Viceland.com homepage

VBS.tv player page

iceland.com is where the world of Vice Magazine lives online—and crams all of the humor, hyper-smart attitude 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, 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 Viceland.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 M Viceland.com articles

VBS.tv homepage

Size: 160 x 600px

Square Banner . . . . . . . . . . . . . . $15 M

VBS.TV

Size: 300 x 250px

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Horizontal Banner . . . . . . . . . . . $15 M

BS is an r-ed online network streaming original content, 24 hours a day. We carry a mix of domestic and international news, pop and underground culture coverage, and the best music in the world. With Academy Awardnominated 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 skateboarding to surfing to Professional Bull Riding to Indy car, too. Streaming on VBS’s signature “in-room” widescreen and remote, the content is available all the time, on-demand. Marketing partnerships with online networks like YouTube, MySpace, and Joost allow VBS content to reach millions of s offsite as well, carrying with it brand and sponsorship messaging. Brands like Scion, PlayStation, Volvo, HBO, EA Games, Fox Searchlight, PUMA, Guitar Center, Nokia, Molson Brewing, and many others have discovered VBS.tv to be an ideal platform for their online advertising efforts. VBS.tv currently attracts 1.5 milllion unique visitors per month, and is constantly growing. From IAB standard units to custom mini-sites, pre-roll video to deep brand integration with content, the possibilities for rs are myriad.

Size: 468 x 60px (Viceland only)

Homepage Banner . . . . . . . . . . . $30 M Size: 600 x 300px (Viceland only)

Leaderboard . . . . . . . . . . . . . . . . $15 M Size: 728 x 90px (Exclusively for Viceland or VBS)

Onscreen Banner . . . . . . . . . . . . $35 M Size: 480 x 270px (VBS only)

Banner Roadblock . . . . . . . . . . . $30 M Size: 160 x 600px + 300 x 250px (VBS only)

Pre-Roll Video Streaming . . . . . $ 45 M 15 secs maximum

Channel Sponsorship . . Rates Upon Request 1 month (includes player branding, VBS only)

Newsletter (100k recipients) . . . . . . $1000 Size: 728 x 90px

Show Sponsorship . . . . Rates Upon Request 1 month (VBS only)

Brand Integration / Product Placement . . . . Rates Upon Request (VBS only)

RATES & specs MAGAZINE RATES Back Cover Front Spread Inside Back Page Spread Full Page Half Page Quarter Page

USA

CANADA

UK

JAPAN

AUSTRALIA & NEW ZEALAND

$19,058

$15,400 CAN

£8,000

¥1,200,000

$7,146 AUD

$18,433

$15,520 CAN

£8,400

¥1,600,000

$9,044 AUD

$12,853

$9,955 CAN

£4,550

¥1,000,000

$4,940 AUD

$15,873

$13,200 CAN

£6,000

¥1,200,000

$6,460 AUD

$9,520

$7,700 CAN

£3,500

¥700,000

$3,800 AUD

$4,856

$4,150 CAN

£1,900

¥380,000

$2,280 AUD

$3,427

$2,750 CAN

£1,050

¥200,000

$1,368 AUD

/ / ITALY/SPAIN

BELGIUM/ HOLLAND/ SCANDINAVIA

€12,500

€8,700

€13,300 €7,150 €9,500 €5,500 €3,000 €1,650

€10,360 €5,665 €5,100 €3,000 €2,360 €1,730

(35% gross discount on worldwide buys)

Discounts

DEADLINES

AD BUY RATE

GROSS DISCOUNT

ISSUE DATE

street date

ad closing art closing deadline deadline

trade show exposure

4x

10%

8X

12.5%

January

01/04/08

11/30/07

12/07/07

ASR, SIA, PROJECT NYC

12x

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

September

09/05/08

07/25/08

08/01/08

ASR, Fashion Week

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

15%

1/2 PAGE HORIZONTAL . . 7.75”w x 4.875”h 1/2 PAGE VERTICAL . . . 3.75”w x 10.25”h

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 multichannel). All art must be at least 300 dpi. If you have alot of line art (1-bit images) it’s recommended that you deliver art at 600 dpi to prevent pixelation.

All ads must be sent to VICE in a digital format electronically (email or FTP) or on a CD. The preferred format for final artwork is QuarkXPress files with all used images and fonts (including screen and print fonts). Once you have collected everything on CD, send it to:

: 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: [email protected]

Photo by Ed Zipco

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

An Extremely Loyal and Involved Audience

What readers think of VICE

67% 45% 87% 23% 44% 17% 45.6% 5.6

save/collect an issue after reading it

The writing is different from anywhere else

pick up every issue

The articles are always entertaining

pick up each issue 3+ times to read

I love its sense of humor

pick it up 8+ times to read

I love the international nature of its content

spend 1-2 hrs reading each issue, 34% spend over 2 hrs

The ads in the magazine are interesting

don’t read ANY magazines other than VICE

I like the fact that advertising is not disguised as editorial, unlike other magazines

1,064,000

total North American audience

visit viceland.com once a month or more

21-25: 26-30: 31-35: 36-40:

41+ Mean age

buy music every month, 41% every week eat out at least once a week go to a bar or club at least once a week

Female

Photo by Angela Boatwright

VICE readers have strong trendsetting attitudes

Overall Agree

I like to know about music/bands/releases before everyone else

83%

I like to know about fashion brands/designers before everyone else

65%

I like to know about new technology/gadgets before everyone else

56%

purchase alcohol every week go to the cinema every month, 37% go every week have a mobile phone buy movies, videos or DVDs every month, 11% every week buy health and beauty products every month shop online every month own a Mac (the world at large is 5%), 79% own a PC own a video game console use a digital camera intend to travel overseas in the next 12 months have a credit card use the internet daily use email daily

7% 31% 33% 18% 7% 4% 28

Male Skew Male



purchase clothing/accessories every month, 38% every week

93% of Vice’s Audience is over 21 Under 21:

89% 86% 93% 76% 58% 77%

readers per-copy on average

VICE Readers are big-time consumers 83% 81% 83% 82% 84% 79% 90% 39% 56% 40% 15% 52% 81% 80% 94% 95% 94%

Overall Agree

65% 35%

MEAN INDIVIDUAL INCOME

MEDIAN HOUSEHOLD INCOME

$56,456

$83,472

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

“Cutting, clever and hilariously crude...” –Visionaire

“The first-movers of culture have embraced a continuum that includes the hip, subversive 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 subcultural landscape than Vice magazine? This is going to be important.” –PSFK.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

“Vice is so cool - in a way MTV would love to be.” –CNN

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.”

“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 procedure 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.”

“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 rockand-roll than we will ever be.” –U2’s Bono

–David Choe, Painter, Illustrator & VICE Contributor

–Iris Alonzo, Creative Director, American Apparel

VICE S US Advertising / Publisher: Erik Lavoie  718.233.3644 [email protected]

Canada Advertising: Ryan Archibald 416.596.6638 x228 [email protected]

New Business Development: Ben Dietz 718.233.3660 [email protected]