How VI built on its print legacy to become an award-winning media brand

The power of print at a glance:

• Since PXR Media acquired VI, subscriptions and digital revenues have grown, with double-digit profit margins.
• VI successfully balances print and digital content across six key platforms, including VI PRO, podcasts, and video.
• Despite digital growth, print remains a vital part of VI’s identity, with special editions and archive-based content proving highly popular.

The Golden Mercur for Magazine Media Brand of the Year is a testament to VI’s ability to evolve from a traditional print magazine into a multi-platform media brand, competing with lifestyle and fashion titles like Harper’s Bazaar and Miljuschka Magazine.

"Many publishers envy VI. Nearly sixty years old, yet it has completely reinvented itself. Print is still important, but digital is even stronger," said Derk Sauer, chairman of the Mercur jury.

A new era under PXR Media

Since its acquisition by PXR Media in 2021, VI has demonstrated how legacy media reinvention can drive subscription-based media growth and enhance digital advertising strategies., VI has undergone significant transformation. The magazine has redefined its subscription and revenue models, proving that a legacy print brand can thrive in a digital-first world. According to CEO Ernst Keyzer, VI’s total number of subscribers is now higher than in 2020, despite the overall decline in print circulation.

"We have nearly 25,000 magazine subscribers, and with single-copy sales, our print circulation stands at 35,000. These subscribers automatically get access to VI PRO, our premium content platform. At the same time, VI PRO itself has an additional 25,000 paying subscribers, growing by 5,000 net per year," explained Keyzer.

Financially, the results speak for themselves: since the takeover, VI has become highly profitable, achieving double-digit margins and securing its future as a sustainable media brand.

The multi-platform publishing strategy

VI’s success is built on a multi-platform publishing strategy, integrating print-to-digital shift models and cross-channel marketing to maximise reach., distributing content across six core channels:

1. Magazine – The print edition remains a key product.
2. VI.nl – The website serves as a digital content hub.
3. VI PRO – Exclusive premium online content behind a paywall.
4. Video – Live analysis and exclusive interviews.
5. Podcast – Deep dives into football topics.
6. Print Specials – High-value collector’s editions.

"We experiment constantly and refine our approach every day. Our content must fit across multiple channels to maximise impact," explained editor-in-chief Pieter Zwart.

Print’s role and innovation

Despite its digital expansion, print remains a vital pillar in VI’s hybrid publishing model, reinforcing the value of print advertising effectiveness and premium journalism business models. The magazine continues to offer in-depth features, tactical analyses, and exclusive interviews, with some content appearing first on VI PRO. "Contrary to common fears, there’s no cannibalisation. Readers value having access to content in multiple formats, and our print sales remain strong," said Zwart.

VI also sees growth opportunities in print specials, leveraging its 60-year archive for retrospective editions on legendary football moments. "Think Ajax ‘95 or Feyenoord 1970—our fans love these nostalgic editions," Zwart added.

A blueprint for media monetisation

VI’s transformation is an excellent example of how a print magazine can expand into new areas—a shift very much in line with the strategies outlined by Juan Señor in his work on media evolution. He has consistently emphasised the need for brands to embrace digital while preserving their core identity, and VI has done exactly that.

With 50,000 total subscribers, strong digital revenues, and an increasing focus on video and podcasts, VI is proving that a legacy media brand can successfully evolve. "Without digital innovation, we risk losing future subscribers to competitors. This is why continuous adaptation is crucial," added Freek Jansen.

As an Ajax fan, I have followed VI’s journey closely, and it’s clear that their reinvention mirrors the innovation and passion that define Dutch football itself. VI has shown that heritage and modernisation can go hand in hand, setting a powerful example for other publishers navigating the future of media.

The article is based upon an article published in Print Matters "Hoe VI zichzelf opnieuw uitvond”, for the full article click here