Vice is a free magazine founded in 1994 that is now available in 22 countries with over 1 million readers. It has grown from an underground counterculture publication to an independent media company that produces original and engaging content across multiple platforms. Vice's content covers topics like politics, fashion, and controversial issues through in-depth articles and immersive journalism. Its target audience is young, educated readers interested in independent art, music and politics. Vice has expanded over the years to include a TV channel, online videos, books, music and more.

1. Marketingcommunicatie
Praktijkopgave 2
Luik 2: Case Study

2. Overzicht
Voorstelling
Positionering
Inhoud
Ander ondernemingen
Doelgroep
SWOT
Nice to know
Slot

3. Suroosh Alvi
Shane Smith
Gavin McInnes
Kasper Demeulemeester
Matthias Ver Eecke

4. Voorstelling
•gratis magazine
•beschikbaar in 22 landen
•opgericht in ’94 (Vice in ’96)
•verhuisd naar NYC in ’99
•momenteel 1 miljoen lezers
•uitgegroeid tot wereldwijd begrip

5. Positionering
•van underground counterculture
naar early & heavy adoptors
•originele content & boeiend materiaal (USP)
•independent media
•user generated content
•concurrentie

6. Inhoud
•content
•fashion
•controverse
•politiek

7. Inhoud: content
•van onafhankelijke kunsten en popcultuur
naar serieuze nieuwsonderwerpen
• van shockeren
naar onderbouwde artikels en reportages
• immersion journalistiek

8. •issues (fashion, photo,
fiction, Irak, poverty...)

9. Inhoud: fashion
•DOs & DON’Ts
•boek
•kledinglijn

10. Inhoud: controverse
•geband in universiteiten en boekenwinkels
•ironie
•interview met New York Times
•“Baby boomer media like The [New York]
Times is a laughing stock, and we should do
whatever we can to ridicule it.” -G.McInnes-

11. Inhoud: politiek
•“We’re not trying to say anything politically in a
paradigmatic left/right way... We don’t do that
because we don’t believe in either side. Are my
politics Democrat or Republican? I think both are
horrific. And it doesn’t matter anyway. Money
runs America; money runs everywhere.” -Shane Smith-

12. Andere ondernemingen
•VICE Magazine
•Voice
•Viceland.com
•Virtue
•VICE Records
•VICE Books
•VBS.TV
•VICE Films

13. Viceland.com

14. VBS.TV

15. VICE Films

16. Doelgroep: communicatie
•events
•mailings
•viceland.com
•persberichten

17. Doelgroep: bereik
•steden (250 verdeelpunten BE)
•25.000 magazines maandelijks
•selectieve verdeelpunten: limiet van 2 weken
•geen CIM, wel part-time werknemer
•abboneren via viceland.com

18. Adverteerders
•industry newsletter
•rates & specs op
viceland.com

19. RATES & SPECS
FRANCE/
MAGAZINE HOLLAND/ AUSTRALIA & GERMANY/
RATES BELGIUM SCANDINAVIA USA CANADA UK NEW ZEALAND ITALY/SPAIN JAPAN
Back Cover €7,200 €8,700 $19,058 $15,400 CAN £8,000 $7,146 AUD €12,500 ¥1,200,000
Front Spread €7,100 €8,100 $18,433 $15,520 CAN £8,400 $9,044 AUD €13,300 ¥1,600,000
Inside Back Cover €4,100 €5,665 $12,853 $9,955 CAN £4,550 $4,940 AUD €7,150 ¥1,000,000
Spread €6,600 €7,400 $15,873 $13,200 CAN £6,000 $6,460 AUD €9,500 ¥1,200,000
Full Page €3,300 €4,100 $9,520 $7,700 CAN £3,500 $3,800 AUD €5,500 ¥700,000
Half Page €2,100 €2,750 $4,856 $4,150 CAN £1,900 $2,280 AUD €3,000 ¥380,000
Quarter Page €1,600 €1,730 $3,427 $2,750 CAN £1,050 $1,368 AUD €1,650 ¥200,000
(35% GROSS DISCOUNT ON WORLDWIDE BUYS)
DISCOUNTS
DEADLINES AD BUY RATE GROSS DISCOUNT
ISSUE STREET AD CLOSING ART CLOSING 4X 10%
DATUM DATE DEADLINE DEADLINE SPECIALS
8X 12.5%
JANUARI 22/01/08 04/01/07 07/12/07 Fashion Guide 12X 15%
FEBRUARI 07/02/08 17/01/07 22/01/08
MAART 29/02/08 15/02/08 20/02/08
APRIL 01/04/08 14/03/08 20/03/08
DIMENSIONS
MEI 01/05/08 15/04/08 21/04/08 – TRIM AREA . . . . . . . . 213mm w x 276mm h
JUNI 02/06/08 15/05/08 20/05/08 Festival Guide BLEED SIZE . . . . . . . . . 219mm w x 282mm h
JULI* 09/07/08 20/06/08 25/06/08 – LIVE AREA . . . . . . . . . . 200mm w x 263mm h
AUGUSTUS NA NA NA
1/2 PAGE HORIZONTAL . . 197mm w x 124mm h
SEPTEMBER 01/09/08 15/08/08 20/08/08 Student Guide
1/2 PAGE VERTICAL . . . 95mm w x 257mm h
OKTOBER 01/10/08 15/09/08 19/09/08
NOVEMBER 31/10/08 15/10/08 20/10/08 1/4 PAGE SQUARE . . . . . 95mm w x 124mm h
DECEMBER‡ 01/12/08 14/11/08 20/11/08 1/4 PAGE HORIZONTAL . . 197mm w X 60mm h
* Photo Issue ‡ Fiction Issue 1/4 PAGE VERTICAL . . . 47mm w x 257mm h
SENDING ADS VIA FTP IMAGES
1. Stuff or zip the files or folders you need Visuals must be CMYK (never RGB, nor duotone, nor multichannel). All art must be
to send to Vice. 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.
2. Login to our web upload page:
REMEMBER: Always keep important info like photo credits etc. away from the bleed
www.viceland.com/viceupload/ft2.php
or they might get chopped.
USER . . . . . . . . . . . . . . . viceupload
PASSWORD . . . . . . . . . . . . . vice88 HOW AND WHERE TO SEND ADS
All ads must be sent to VICE in a digital format electronically (email to doris@vicemaga-
3. In the center, under the heading “Files”
zine.be or via FTP) or on a CD. The preferred format for final artwork is pdf, tiff or hi-
click on the country you’re dealing with.
res jpg. If you sent QuarkXPress files, make sure to collect everything including all used
4. On the top left, under the heading images and fonts (screen and print fonts). Once collected, burn it on CD and send to:
“Upload files”, hit the Browse... button
and locate your files to upload. ATTN. PRODUCTION DEPT. Direct any questions to: doris@vicemagazine.be
VICE Belgium t: +32 3 232 1887
5. Hit the Upload button.
Lange Winkelhaakstraat 26, Studio 35
6. After the file has been uploaded, send an 2060 Antwerpen
email to doris@vicemagazine.be to let BELGIUM
her know that the files are online.
Photo by Ed Zipco

20. SWOT: Strenghts & Weaknesses
•nauw aansluiten bij de doelgroep
•stimuleren de vrije gedachtengang
•niet enkel een tijdschrift, maar een
mediaconglomeraat
•betrekkelijk kleinschalig: commercieel nadeel
•controversiële inhoud

21. SWOT: Opportunities & Threats
•Grote klanten
•Vaste Accounts
•Geen directe bedreigingen

22. Nice to know
•VBS.TV op digitale televisie in België
•The Webby Awards

23. Slot
•core brand promise
•originele content & toegankelijk
•niet-commerciële ingesteldheid
•multimediaal
•sterk merk

24. Bedankt voor uw aandacht