Audience Engagement- Vice Magazine

VICE Magazine, published initially in 1994, expanded their following exponentially through the utilization of video documentaries. The documentaries all provide comprehensive analysis and reports on pop culture, made for young people to enjoy. Their video content is published both to their YouTube channel and to their Vice on TV channel. The expansion of their media reach promotes their magazine and engages with audiences who would not normally read a magazine.

They utilize online advertising in order to reach a wider and more specific audience than TV advertising. Because of the niche nature of VICE Magazine, advertising to specific people is a necessity, so targeted advertising is integral. They also adapt their content based on consumer feedback. Because the magazine is online, they receive comments that they then take into consideration.

VICE's YouTube channel has an array of videos; most are mini-documentaries or news stories, ranging from three to 30 minutes. There are also some longer documentaries that are about an hour plus, and some in between those times. Because VICE Magazine is known for their video productions, their YouTube channel is extremely popular with over 12 million subscribers and over 2.6 billion views. They also have multiple other YouTube channels that include; "Munchies", created for food content, and "VICE Arabia". These two extra channels also broaden their audience.

Vice's second most viewed video at 33 million views.