Teen Vogue is owned and published by Condé Nast, an American media organisation that publishes around 20 magazines including Vogue, GQ and Wired. The company targets a wide range of different audiences – 164 million consumers across its brands.
In March 2018, Condé Nast announced the launch of Influencer Platform Next Gen, a digital campaign that links advertisers and content creation. The goal is to “connect to a new generation of audience”.
Income sources
Teen Vogue’s main source of income is through selling advertising space online – adverts that are targeted using browsing history.
However, they also monetise their customer data and loyalty, encouraging readers to register online for updates, offers and access to the ‘Insider’ area of the website. This data can then be sold to other companies or used to attract ‘advertorial’ or sponsored content.
Teen Vogue also makes money through YouTube with plenty of 1m+ views on their video content. This is an example of digital convergence – a traditionally print-based product moving into multimedia and accessible on one device.
Finally, they run events such as the Teen Vogue summit and US tour.
Teen Vogue: fashion industry player
Although Teen Vogue has been creating headlines for its political content in recent years, it is also an important part of the fashion industry. Both editorial content and advertising is designed to create a strong desire in their audience for products featured. This links to Condé Nast’s role as a major media company interested in maximising profit.
Some argue that Teen Vogue’s more diverse coverage offers a form of public service through its political coverage. But are features criticising capitalism hypocritical when the brand is owned by a media giant like Condé Nast?
Teen Vogue: Industry and social media blog tasks
Create a new blogpost called 'Teen Vogue Industry and social media' and work through the following tasks to complete the final aspects of your Teen Vogue case study:
Industry: Condé Nast
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
The magazines that Conde Nast publish are Vogue, Glamour, Wired, House and Garden and many more. The amount of profit they made last year was about 4m.
2) What are Teen Vogue’s main sources of income?
Teen Vogue's main source of income is through selling advertising space online- adverts that are targeted using browsing and history.However, they also monetise their customer data and loyalty, encouraging readers to register online for updates. Teen Vogue also makes money through YouTube with plenty of 1m+ views on their video content.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Teen Vogue has diversified to create new income streams through creating online platforms for example Youtube. The have generated over 1 million views every video.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
The way the company makes some of their profit through sponsoring while also providing good content for their readers to enjoy, this is particularly important in media linked to the fashion industry.
5) Do you view Teen Vogue’s content as a form of public service media or is Condé Nast simply interested in clicks and profit?
Conde Nast main focus is making profit and is simply interested in clicks and popularity.
Closure of print edition research
Read the following short articles to learn the background to Condé Nast's decision to close the print edition of Teen Vogue in 2016 and then answer the questions below:
BBC: Teen Vogue: How will going online-only affect readers?
New York Times: Condé Nast Ends Teen Vogue’s Print Run
Folio: Your Teen Vogue Hot Takes Are All Wrong
1) Why does the BBC suggest “Teen Vogue’s digital game is strong”?
Six million Facebook likes. A huge following on Snapchat. Three and a half million Twitter followers. There's no doubt Teen Vogue's digital game is strong.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
i'ts headlines are light and relatable, with many written in the first person. They do a great job of making many of us go 'Ooh that sounds interesting' - *click*.
3) How did Teen Vogue justify the closure of the print magazine?
The company will also close the quarterly print edition of Teen Vogue, which emerged this year as a voice of resistance against President Trump.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
Once you let paper go you're just another website. You're just more space junk floating around out there."
5) How do online-only publications make money?
the only revenue you make is from advertising and the value of online advertising has been falling for years."
Teen Vogue say they are "aggressively investing in the brand" and pointed to the "tremendous audience growth across its digital, social and video platforms this past year".
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
"Print is a very difficult medium to sustain particularly within this Generation-Z readership," she says.
"They're really the first demographic to have grown up with a digital presence from birth so naturally have an incredibly strong affinity with online consumption - even more so than millennials."
7) What does the New York Times say Conde Nast is known for?
Condé Nast, a company once known for its lavish spending and its visually rich glossy magazines, continues to move away from its former identity.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
The company will also reduce the number of yearly issues of Condé Nast Traveler and W from 10 to eight, while Bon Appétit will publish 10 times a year instead of 11.
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
TeenVogue.com has surged from around 2 million monthly visitors to nearly 9 million. In other words, Teen Vogue’s ascent from lip gloss authority to bastion of left-leaning social criticism was almost entirely unrelated to its print magazine.
10) Finally, Folio also highlights some of the aspects we have studied elsewhere. Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design.
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year. We are aggressively investing in the brand and all of its consumer touchpoints,” - This indicates how media in general is evolving and getting bigger.
“In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer.” - Picardi
Social media analysis
Work through the following tasks to complete your textual analysis of Teen Vogue's social media presence:
1) Look at the Teen Vogue Twitter feed (you don’t need to sign up to Twitter to see it but may need to log-in at home). How many followers does Teen Vogue have?
Teen vogue has 3.3m followers
2) Now look at the content. Classify the first 20 tweets you can see using the sections on the Teen Vogue website: News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?
Teen vogue mostly incorporates beauty in most of their tweets for example facial and body problems girls face nowadays and how to prevent it. The tweets are there to help there feminine users rather than entertain them.
3) How are the tweets and headlines written? Can you find examples of clickbait?
Most of the tweets have a one line statement which includes a link to an article that sends you straight to the website.
4) How does the Twitter feed use videos and images?
The article that are attached in the tweets portray an image representing a little summary of the article which makes users immediately interested.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5,885,552-Likes
5,789,011-Followers
6) Click on the Videos link on the left-hand menu. What type of content do the videos feature? Does this differ to the website or Twitter feed?
The Videos on facebook mostly feature politics and Lifestyle. This differs from content shown on twitter as they are many clickbaits on teen voguwes twitter feed. This may be due to teen vogue having less followers on twitter.
7) Now look at the Events tab to explore past events. What are these events and what do they tell us about how audiences interact with the Teen Vogue brand?
Most of the events were Summits or Teen Vogue meetups. This tells us that the audience interacts with the Teen Vogue brand by personally.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.7 Million Followers
9) How does the Instagram feed differ from other social media channels?
The Instagram feed is just filled with pictures and quotes from the celebrities involved in teen vogue's content. However, it differs from other social media channels as they don't really focus on Headlines or articles instead interest their audience with their female celebrities involved.
10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel? (E.g. opportunities to engage with the brand across different platforms).
The examples of digital convergence and synergy that i found are all the social media tend to show the same content on all media platforms. For example the trump stories are mostly significant in all social media. This is so that all people consume the same media content that are registered in
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