/ AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

CANADIAN MEDIA KIT 2012 INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

WELCOME TO ADVICE

A digital network that connects brands to humans. AdVICE is here to help marketers build stronger connections with people. When you have a stronger connection you get talked about more, when you get talked about more, you stand out more.

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With a visionary, almost preternatural ability to see what’s coming and never-say- die hustle... VICE Media is suddenly the blueprint for the media company of the future.

! MARKETING MAGAZINE INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

OLD MODEL NEW MODEL

ARTICLE

FACEBOOK PHOTO

BRAND TWITTER MESSAGE VIDEO

YOUTUBE MOBILE

WHY THIS DIDN’T WORK: WHY THIS WORKS:

The old model promised an audience at scale, with no consideration of The AdVICE approach connects brands with appropriate content and taste or interest. Unlimited inventory on the web has led to ever- communities, leading to high engagement rates, brand affinity and commoditized pricing, bigger and more intrusive ads and the world of conversion. Deliver the right message, in the right format through the right blind networks. medium. It’s instant AND long-term success. Lovely. Marketers have forgotten that people want to connect with people, that humans communicate through conversations and stories. INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

VICE are on a mission. They’re inventing new things every day. It reminds me of MTV in the early days.

! TOM FRESTON, MTV FOUNDER

AUTHENTICITY WORKS!

Create authentic and saleable formats that are 1 better for brands’ ROI and better for audience engagement

Build sustainable long-term programs to create genuine fanbases among the 2 audience—leading to lower and lower cost per engagement.

Leverage assets and audience to build 3 cross-platform via experiential, social, TV networks, and other means.

4 Leverage globally.

5 Repeat INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

AUDIENCE MALE SKEW: & REACH 41% 59% FEMALE MALE

THEIR SPENDING POWER AND INFLUENCE EXCEEDS $1 TRILLION AUDIENCE AGE: THEY’LL REPLACE BOOMERS AS LARGEST PERCENTAGE OF !21 8% WORKFORCE

21!25 24% BY 2015, THEY’LL HAVE MORE OVERALL SPENDING POWER THAN 26!30 34% ANY OTHER GENERATION

Sources: Charts from GLOBALWEBINDEX 2011 Annual Report 31!35 20% 8% 36!40 8% 62% Spend 3 hours online per day 61% Have 500+ Facebook friends 41+ 6% 51% Visit VICE.COM more than 3x weekly 70% Shop online every month 86% Purchase clothing/accessories monthly 80% Own a video game console 83% Eat out at least once a week Source: third party research VICE user survey

91% Go to a bar at least once a week March 2009. Data and methodology available 24k Mean individual income upon request. £49k Mean household income

PAGE VIEWS: UNIQUES: 38M 2.23M INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

VICE VERTICAL CHANNELS

BEHOLD THE NEW DAWN OF THE MEDIA & ENTERTAINMENT INDUSTRY

Imagine if there was a marketing product available that touched the highest value consumers in ways they engaged with more than any other. Imagine if that product was modelled to provide ever-increasing ROI and decreasing cost for your brands. VICE has figured it out, and solved the riddle of the internet.

We’ve created a model that is a win for brands, producers, and the audience alike. This digital alchemy relies on great content that modern consumers want delivered in places and ways modern consumers consume. Simple. OUR PROPERTIES

VICE.COM UNIQUE VISITORS: 232,000 | PAGE VIEWS: 1,624,000 | AGES: 18-34 | M/F SKEW: 71/29 The online hub of Vice magazine and our unique, original video content. In addition to all of the humor, hyper- smart attitude, and duh, content, VICE.com is crammed with a wildly popular collection of video series, each and every magazine article, extra content from around the world, reviews, and general musings, as well as running commentary on current trends, the ones we wish existed, and the ones we wish would come back already!

ENTERTAINMENT NYMAG.COM UNIQUE VISITORS: 216,000 | PAGE VIEWS: 1,512,000 | AGES: 25-34 | M/F SKEW: 57/43 Despite the name, regional content to New Yorkers is not a priority for New York Magazine. Their entertainment channel Vulture is one of the top destinations for pop culture on the web. The Cut is a widely renowned female- skewed fashion blog and their Grub Street section is a great look at everything culinary.

THOUGHTCATALOG.COM UNIQUE VISITORS: 58,000 | PAGE VIEWS: 464,000 | AGES: 18-34 | M/F SKEW: 55/45 An illuminating and informative webzine for people passionate about culture, Thought Catalog contributors provide smart, witty takes on everything from politics to the latest viral videos.

THEONION.COM UNIQUE VISITORS: 210,000 | PAGE VIEWS: 840,000 | AGES: 25-34 | M/F SKEW: 77/23 The Onion is the world’s premiere source for satirical news content plain and simple. With daily updates of articles that are infallibly hilarious, The Onion has earned its title as one of the funniest publishers in the universe.

AVCLUB.COM UNIQUE VISITORS: 125,000 | PAGE VIEWS: 1,875,000 | AGES: 25-34 | M/F SKEW: 63/37 The AV Club is The Onion’s sister site: a non-satirical review of everything great in TV, Film, Books, Video Games and Music. Well known for their excellent interviews and up to the minute awareness of pop culture, the AV Club is an essential stop for any entertainment obsessive.

All traffic figures are Canadian OUR PROPERTIES

ENTERTAINMENT THEAWL.COM UNIQUE VISITORS: 14,000 | PAGE VIEWS: 56,000 | AGES: 25-34 | M/F SKEW: 30/70 The Awl is the progeny of a cast of Gawker Media-Alum, with the intent of offering a website that “zippily surveys a wealth of resonant, weird, important, frightening, amusing bits of news and ideas,” sans the fluff and reality show linkbait.

THEHAIRPIN.COM UNIQUE VISITORS: 20,000 | PAGE VIEWS: 140,000 | AGES: 18-34 | M/F SKEW: 44/56 Launched by The Awl, The Hairpin is a self-described ‘ladies website,’ run by women and read by women, that encompasses anything from fashion, beauty, and sex to the outright hilarious tales and absurd internet finds from its female contributors.

SPLITSIDER.COM UNIQUE VISITORS: 11,000 | PAGE VIEWS: 77,000 | AGES: 18-34 | M/F SKEW: 88/12 Splitsider is a website about comedy and the people who create it. Covering movies, TV shows, web videos, books and any other format that exists to make you laugh, they showcase the latest and best comedy.

THEWORLDSBESTEVER.COM UNIQUE VISITORS: 20,000 | PAGE VIEWS: 60,000 | AGES: 18-34 | M/F SKEW: 56/44 The World’s Best Ever is an Arts & Culture website founded in December of 2006. They update around 20 times a day, five days a week and are dedicated to bringing their readers a heavily curated selection of information.

All traffic figures are Canadian INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

CHANNELS FASHION

The Fashion AdVICE Network attract the UK’s most fashion savvy, innovative and inspirational audiences’ within the industry, which resonate with the affluent women and men who visit them.

Partners Include:

FACEHUNTER CHICTOPIA HYPEBEAST BLOG LOVIN’ LOOKBOOK.NU FASHIOLISTA

PAGE VIEWS: 14.57M

UNIQUES: 696 K OUR PROPERTIES

LIFESTYLE & FASHION HYPEBEAST.COM UNIQUE VISITORS: 105,000 | PAGE VIEWS: 1,575,000 | AGES: 25-34 | M/F SKEW: 83/17 Hypebeast is the one-stop news source for internet-savvy style enthusiasts. Touching on a variety of topics from design to the arts, it’s the premier destination for fashion and culture on the web.

CHICTOPIA.COM UNIQUE VISITORS: 57,000 | PAGE VIEWS: 456,000 | AGES: 18-34 | M/F SKEW: 33/67 Chictopia is a fashion community-based site that helps answer the question, what looks good on me? With a network of over 100,000 registered stylistas, Chictopia is the mecca for inspiration seekers and trendsetters.

SUPERFUTURE.COM UNIQUE VISITORS: 15,000 | PAGE VIEWS: 33,000 | AGES: 18-34 | M/F SKEW: 73/24 The most comprehensive travel guide for over 150 cities, SuperFuture is urban cartography for global shopping experts and cultural enthusiasts alike.

KARMALOOP.COM UNIQUE VISITORS: 214,000 | PAGE VIEWS: 9,416,000 | AGES: 18-34 | M/F SKEW: 71/29 In a world of cookie-cutter clones and McFashion, Karmaloop sets out to create a lifestyle brand - something that’s more than just an e-commerce site, but also a community of style and a full-fledged media powerhouse.

PLNDR.COM UNIQUE VISITORS: 68,000 | PAGE VIEWS: 1,320,000 | AGES: 18-34 | M/F SKEW: 30/70 PLNDR.com is an exclusive, members-only online boutique that hosts limited time sales offering the best in streetwear from cutting-edge brands

LOOKBOOK.NU UNIQUE VISITORS: 110,000 | PAGE VIEWS: 1,650,000 | AGES: 18-34 | M/F SKEW: 39/61 Lookbook provides a daily update of photographed outfits from the internet’s most fashion-forward trend setters.

All traffic figures are Canadian OUR PROPERTIES

LIFESTYLE & FASHION CONT.

FASHIOLISTA.COM UNIQUE VISITORS: 81,000 | PAGE VIEWS: 324,000 | AGES: 25-34 | M/F SKEW: 23/77 Fashiolista provides a colourful palette of style accessories and fashion-savvy must-haves for a young, influential audience.

BLOGLOVIN.COM UNIQUE VISITORS: 46,000 | PAGE VIEWS: 138,000 | AGES: 18-34 | M/F SKEW: 33/67 Think of Bloglovin’ as an RSS feed for all the best fashion sites around. Giving the stylish content a sleek design. Housing thousands of young, trendsetting bloggers from all over the world.

All traffic figures are Canadian INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

CHANNELS SPORTS

We offer some of the worlds most culturally aware and forward thinking sports & tech websites that entice and interest audiences of trendsetters and influencers.

Partners Include:

NHL NUMBERS THE LEAFS NATION CANUCKS ARMY THRASHER SLAP!

PAGE VIEWS: 812 K

UNIQUES: 191 K OUR PROPERTIES

SPORTS NHLNUMBERS.COM UNIQUE VISITORS: 80,000 | PAGE VIEWS: 320,000 | AGES: 18-34 | M/F SKEW: 74/26 NHL Numbers is a new resource site for up to the second information on free agents and highly obsessive hockey- nerd metrics with a dedicated audience from across the country.

THELEAFSNATION.COM UNIQUE VISITORS: 15,000 | PAGE VIEWS: 25,000 | AGES: 18-34 | M/F SKEW: 79/21 The Leafs Nation is an incredible resource for any Leafs fan. Started in 2011, The Leafs Nation is already gaining a solid audience from die-hard Toronto fans.

CANUCKSARMY.COM UNIQUE VISITORS: 45,000 | PAGE VIEWS: 150,000 | AGES: 18-34 | M/F SKEW: 73/27 This Vancouver Canucks blog has a stronghold on the hockey fans of BC with 30% of its audience coming from outside of BC. With regular writers from the Vancouver Sun and The Score, Canucks Army is one of the definitive resources for Vancouver Canucks updates.

FLAMESNATION.CA UNIQUE VISITORS: 17,000 | PAGE VIEWS: 131,000 | AGES: 18-34 | M/F SKEW: 82/18 This Calgary Flames blog is managed by an ESPN veteran and boasts writers from Yahoo! News. Flames Nation has a highly engaged and hockey obsessed audience from all over Canada.

All traffic figures are Canadian OUR PROPERTIES

ACTION SPORTS THRASHERMAGAZINE.COM UNIQUE VISITORS: 13,000 | PAGE VIEWS: 104,000 | AGES: 18-34 | M/F SKEW: 84/16 This 30 year old skating institution publishes the best in skate photography, interviews with pros, and all the wild and random oddities skaters want to know about.

SLAPMAGAZINE.COM UNIQUE VISITORS: 11,000 | PAGE VIEWS: 30,000 | AGES: 18-34 | M/F SKEW: 79/21 Slap Magazine is an online catalogue of skate videos as well as the One in a Million contest, which searches the nation for the next big skateboarding star amongst hundreds of talented youngsters.

HELLACLIPS.COM UNIQUE VISITORS: 10,000 | PAGE VIEWS: 52,000 | AGES: 18-34 | M/F SKEW: 76/24 Started by pro skaters Josh Kalis and Colin McKay, Hellaclips is a site dedicated purely to skateboard videos and is combination of original content, curated content and user submitted videos.

All traffic figures are Canadian INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

CHANNELS GAME & TECH

The Tech channel is made up of some the best technology and gadget sites in the UK. Visitors are the early majority, tech savvy at a life stage of self definition. Early adopters who are actively engaged with digital platforms.

Partners Include:

MOTHERBOARD THE ESCAPIST PENNY-ARCADE

PAGE VIEWS: 6.4 M

UNIQUES: 403 K OUR PROPERTIES

TECHNOLOGY & GAMING

MOTHERBOARD.TV UNIQUE VISITORS: 26,000 | PAGE VIEWS: 350,000 | AGES: 25-34 | M/F SKEW: 65/35 Motherboard.tv is the culmination of all things strange or influential in the world of modern science and technology. Motherboard is Vice’s platform for unique content that nobody had the brains to put together until now.

ESCAPISTMAGAZINE.COM UNIQUE VISITORS: 175,000 | PAGE VIEWS: 2,975,000 | AGES: 25-34 | M/F SKEW: 78/22 The Escapist covers digital entertainment culture with a progressive editorial style, with articles and columns by top writers from the digital entertainment industries. Weekly magazine-style updates offer content for a mature audience of entertainment enthusiasts, industry insiders and other "NetSet" readers.

PENNY-ARCADE.COM UNIQUE VISITORS: 202,000 | PAGE VIEWS: 3,030,000 | AGES: 25-34 | M/F SKEW: 74/26 Penny Arcade is a webcomic focused on video games and video game culture, written by Jerry Holkins and illustrated by Mike Krahulik. Penny Arcade is among the most popular and longest running gaming webcomics currently online.

All traffic figures are Canadian INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

CHANNELS MUSIC

Our niche specialist sites, AdVICE’s music offering is unparalleled. Our publishers have been chosen for their respected music criticism and technology which attracts an audience of enthusiasts and aficionados.

Partners Include:

NOISEY EAST VILLAGE RADIO 8 TRACKS THE QUIETUS

PAGE VIEWS: 9.3 M

UNIQUES: 269 K OUR PROPERTIES

MUSIC NOISEY.COM UNIQUE VISITORS: 30,000 | PAGE VIEWS: 360,000 | AGES: 18-34 | M/F SKEW: 61/39 Vice’s own Noisey is a video panorama of precisely what’s exciting in music right now. With original documentaries produced by our worldwide bureaus Noisey pinpoints the best and most exciting music for young people.

8TRACKS.COM UNIQUE VISITORS: 216,000 | PAGE VIEWS: 8,856,000 | AGES: 25-34 | M/F SKEW: 57/43 8tracks believes handcrafted music programming trumps algorithms. Think radio in the 1970s, mixtapes in the 1980s, and DJ culture of the 1990s through today. DJs share their talent in taste making, and listeners get a unique blend of word-of-mouth sharing and radio programming on a global scale.

EASTVILLAGERADIO.COM UNIQUE VISITORS: 11,000 | PAGE VIEWS: 21,000 | AGES: 25-34 | M/F SKEW: 60/40 East Village Radio (EVR) is at the forefront of Internet Radio, bringing together a network of premier presenters from across the world. Located in the heart of NYC, their original programming streams live from a storefront studio, marrying the legendary NYC culture with an international audience. TRAVEL

ATLASOBSCURA.COM UNIQUE VISITORS: 12,000 | PAGE VIEWS: 25,000 | AGES: 25-34 | M/F SKEW: 51/49 Atlas Obscura cultivates the planet’s strangest wonders and curiosities with a mission statement that’s centred around the finest of Earth’s esoterica.

All traffic figures are Canadian INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

CHANNELS ART & DESIGN

We offer some of the worlds most culturally aware and forward thinking art and design websites that entice and interest audiences of trendsetters and influencers.

Partners Include:

BOOOOOOOM PSFK

PAGE VIEWS: 244K

UNIQUES: 41 K OUR PROPERTIES

ART & DESIGN BOOOOOOOM.COM UNIQUE VISITORS: 20,000 | PAGE VIEWS: 160,000 | AGES: 25-34 | M/F SKEW: 63/37 Started by Vancouver based designer Jeff Hamada, this site inspires its members to go out and get creative! Booooooom is the center for activity concerning all things art, design, music, and film.

PSFK.COM UNIQUE VISITORS: 21,000 | PAGE VIEWS: 84,000 | AGES: 18-34 | M/F SKEW: 53/47 PSFK, the go-to source for new and innovative ideas, runs a daily news site, consultant firm, and a global network of experts. They aim to inspire their readers and clients to make things better – whether that’s a better product, better services, or a better world.

All traffic figures are Canadian INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

SPECS & FORMATS LEADERBOARD:

HOME PAGE TAKEOVER: HALFPAGE: SKYSCRAPER: SKY: BIG BOX: 300X600p 160X600p 120x60 300x250p x x x

VICE VIDEO PLAYER:

The VICE syndicated video player will be available for all publishers across the AdVICE network providing VICE content PREROLL: across 10 channels including Travel, Music, Fashion, Food, Sports, and the Arts. This is an entirely new digital broadcast model that lets publishers own VICE content on their websites, as well as being able to upload their own content onto the player for free. INTRODUCTION / AUDIENCE / CHANNELS / SPECIFICATIONS MEDIA KIT 2012

RATE CARD

300 X 250 UNIT 300 X 600 UNIT TAKEOVER W/GUTTERS PRE-ROLL COMPANION Size: 300 x 250 Size: 300 x 600 Size: Custom (Requires pre-roll buy) $15 $15 $50 Size: 300 x 250 $10

728 X 90 UNIT 1000 X 220 UNIT PRE-ROLL VIDEO Size: 728 x 90 Size: 1000 x 220 Size: 480 x 270 $15 $30 $30

SALES DIRECTOR: SHAWN PHELAN ONLINE OPERATIONS: PATRICK McGUIRE CONTACTS: PUBLISHER: RYAN ARCHIBALD [email protected] / 416.596.6638 x228 [email protected] / 416.596.6638 x221 [email protected] / 416.596.6638 x226