Teen Vogue - industry and social media

 

Industry and Social Media

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?

Condé Nast also publishes:

. Vogue

. The New Yorker

. Vanity Fair

2) What are Teen Vogue’s main sources of income?

Print remain Teen Vogue's single biggest revenue strand in terms of both advertising and copy sales.

3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?

Teen Vogue also receives money via YouTube, a prime illustration of digital convergence.

4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?

Sponsored content is very significant in fashion-related media because it is one of their primary sources of revenue.

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?

Teen Vogue's content has both positive and negative elements, as the magazine's shift in direction to it includes releasing high-quality writing on a variety of political and lifestyle problems, seems genuine, making it appear as a kind of public service.

Closure of print edition research

1) Why does the BBC suggest “Teen Vogue’s digital game is strong”?

They have a popular website, six million Facebook fans and three and a half million Twitter followers.

2) What does the BBC suggest is responsible for the Teen Vogue website’s success?

In recent years, the brand has boosted its political coverage and social action while continuing to provide entertainment. 

3) How did Teen Vogue justify the closure of the print magazine?

Teen Vogue explained the termination of the print magazine by claiming that it was losing money.

4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?

There are only a few examples of magazines becoming digital-only and maintaining their brand's lustre. When you stop using paper, you're simply another website.

5) How do online-only publications make money?

Online-only publications make money by selling ad space on their website as well as exploiting their data.

6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?

According to Sarah Penny, print magazine consumption is declining, while digital magazine consumption is growing, as more individuals become interested in the issues covered by online publications.

7) What does the New York Times say Conde Nast is known for?

According to the New York Times, Conde Nest is recognised for publishing other well-known publications such as Wired.

8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?

A one-hundred-million-dollar loss.

9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.

Circulation to TeenVogue.com has increased from approximately 2 million monthly visits to almost 9 million after Phillip Picardi was appointed as digital editorial director in 2015 and Elaine Welteroth as the brand's editor the following May.

10) Pick out two quotes from the article that link to our work on the Teen Vogue audience, representation or design.

. 'Surely it comes as no great revelation that Teen Vogue‘s young female audience prefers to consume articles on mobile devices and via social media rather than in print magazines.'

Social media analysis

1) Look at the Teen Vogue Twitter feed. How many followers does Teen Vogue have?

On Twitter, Teen Vogue have 3.2 million followers.

2) 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?

Thy are largely about fashion, with a few on  politics thrown in for good measure. This is because  the majority of individuals on social media are more concerned with fashion than with politics.

3) How are the tweets and headlines written?

The headlines are kept as brief as possible to avoid wasting the audience's time. The use of emojis shows the target audience it is aiming for.

4) How does the Twitter feed use videos and images?

The Twitter page uses photos of prominent celebrities to lead the news or item that they are attempting to promote in order to attract the attention of those who may be fans.

5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?

5.6 million likes and 5.5 million followers.

6) What type of content do the videos feature?

It features interviews with celebrities, as well as information on health and body image, are all available.

7) What are these events and what do they tell us about how audiences interact with the Teen Vogue brand?

It has demonstrated that they have a large enough active following to justify spending extra money to attend, demonstrating a personalized and grounded component with the Teen Vogue Brand.

8) How many followers do they have on Instagram?

2.7 million

9) How does the Instagram feed differ from other social media channels?

The Instagram feed is full with re-posts from other accounts that are related to current stories in some way.

10) What examples of digital convergence and synergy can you find on Teen Vogue social media including the Teen Vogue YouTube channel?

Instead of extensive interviews, the teen vogue YouTube Channel, which has over millions of followers, offers a lot of regular YouTube material.