Industry: Conde Nast
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?
Industry: Condé Nast
1)What other magazines do they publish and how much money did they make last year?
Teen Vogue publisher: Condé Nast
Condé Nast publish approximately 20 magazines. These include Vogue, GQ and Wired.
2) What are Teen Vogue’s main sources of income?
Teen Vogue's main sources of income come from selling online advertising space. They also monetise their customer's data by selling their data to other companies to attract relevant advertorial/sponsored content.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are now embracing this concept of digital convergence which they recognise as now being a more successful platform. This involves them moving more and more of their content online, across a range of different platforms - e.g. moving their video content onto YouTube has enabled them to gain over 1m+ YouTube subscribers, meaning that they can now gain revenue from their views and adverts on that platform too.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
In the fashion industry sponsored content is especially important as the adverts are targeted towards consumers based on what clothes they view/posts they like - this increases the likelihood of people purchasing certain products.
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?
I think that it is a combination of both. In order for Condé Nast and Teen Vogue to remain successful, they have to create content that will generate enough clicks for them to stay in business. However, the political content is also a form of public service media, as it encourages audiences to actively consume relevant news stories, rather than passively like/click "fluffy" posts solely relating to fashion etc.
Closure of print edition research
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”?
The BBC suggest that Teen Vogue have a strong digital game due to their clear presence across all of their online platforms: 6m Facebook likes, 3.5 Twitter followers & a huge following on Snapchat.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
Teen Vogue write their headlines making their articles appear more interesting and increase the likelihood of consumers attempting to view them. They create headlines like no other publication - they are in the first person, relatable and are often quite lighthearted.
3) How did Teen Vogue justify the closure of the print magazine?
They stressed the need for Teen Vogue to "modernise and calibrate" how they distribute their content in order to stay in sync and up to date with how their audiences best consume their news.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
David Hepworth suggests that ultimately, the main risk that comes with cutting the print publication is that it makes it harder for the brand to stand out and differentiate itself from other websites. There are so many websites out there that it is difficult to remain 100% unique.
5) How do online-only publications make money?
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Generation Z have a much stronger relationship with consuming online content compared to millennials and other generations. It makes sense for Teen Vogue to invest so much into their online and digital content - they are responding to how their audience operate.
7) What does the New York Times say Conde Nast is known for?
The New York Times says that originally, Conde Nast are well known for their lavish and visually-rich magazines which is why their closure of their print publication was so shocking.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
$100m less in revenue compared to 2016
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
Traffic surged from 2 million monthly visitors to nearly 9 million since May 2015
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.
“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
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?
3.36m 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?
3) How are the tweets and headlines written? Can you find examples of clickbait?
The twitter headlines are typically written in first person or in a leading way - these are deliberately done in order to entice the audience into reading the articles, as they make the articles appear more necessary.
4) How does the Twitter feed use videos and images?
They mainly use images and videos as a method of encouraging the audience to click the links to their articles - the videos make them more likely to click them as it suggests that there is less reading involved. Also, because text is limited to only 140 characters, it means that images and videos can be used to communicate the narrative of the post easier.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5.9m likes and 5.8m 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?
They have videos related to (female) wellbeing, as well as "newsworthy" clips relating to some of their more historical/hard-news based stories. This differs from the content shown on the Twitter page, as the Twitter page appears to have a lot more clickbait style content.
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?
The events tab shows us that Teen Vogue are very active in terms of creating new concepts and making them available to subscribers/their readership across the US. The fact that they can travel across to these different states, knowing that they will have a successful turn out highlights that their readership and audience engage with their content and interact with their events very well - willing to buy tickets to see influential speakers and meet other people who are involved in the Teen Vogue movement.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.4 million followers
9) How does the Instagram feed differ from other social media channels?
They have a lot of exclusive pictures from their events and Red Carpet events etc. There is far less political/activism content compared to the Teen Vogue website. This is probably because people would be less likely to comment/like their posts when seeing political news amidst the rest of their personalised feed.
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).
- Same slogan in bio ( "The young person's guide to conquering (and saving) the world." )
- Political videos posted on YouTube, on their social media (twitter) they pin political related videos such as the Cara Delevingne video commenting on activism and a trans activist.
- All contain same ideologies and reflect the same Teen Vogue angle
- Fashion and lifestyle (soft topics) as well as politics (hard topic)
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”.
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?
Industry: Condé Nast
1)What other magazines do they publish and how much money did they make last year?
Teen Vogue publisher: Condé Nast
Condé Nast publish approximately 20 magazines. These include Vogue, GQ and Wired.
2) What are Teen Vogue’s main sources of income?
Teen Vogue's main sources of income come from selling online advertising space. They also monetise their customer's data by selling their data to other companies to attract relevant advertorial/sponsored content.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are now embracing this concept of digital convergence which they recognise as now being a more successful platform. This involves them moving more and more of their content online, across a range of different platforms - e.g. moving their video content onto YouTube has enabled them to gain over 1m+ YouTube subscribers, meaning that they can now gain revenue from their views and adverts on that platform too.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
In the fashion industry sponsored content is especially important as the adverts are targeted towards consumers based on what clothes they view/posts they like - this increases the likelihood of people purchasing certain products.
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?
I think that it is a combination of both. In order for Condé Nast and Teen Vogue to remain successful, they have to create content that will generate enough clicks for them to stay in business. However, the political content is also a form of public service media, as it encourages audiences to actively consume relevant news stories, rather than passively like/click "fluffy" posts solely relating to fashion etc.
Closure of print edition research
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”?
The BBC suggest that Teen Vogue have a strong digital game due to their clear presence across all of their online platforms: 6m Facebook likes, 3.5 Twitter followers & a huge following on Snapchat.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
Teen Vogue write their headlines making their articles appear more interesting and increase the likelihood of consumers attempting to view them. They create headlines like no other publication - they are in the first person, relatable and are often quite lighthearted.
3) How did Teen Vogue justify the closure of the print magazine?
They stressed the need for Teen Vogue to "modernise and calibrate" how they distribute their content in order to stay in sync and up to date with how their audiences best consume their news.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
David Hepworth suggests that ultimately, the main risk that comes with cutting the print publication is that it makes it harder for the brand to stand out and differentiate itself from other websites. There are so many websites out there that it is difficult to remain 100% unique.
5) How do online-only publications make money?
- Online advertising
- Selling customer data/information
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Generation Z have a much stronger relationship with consuming online content compared to millennials and other generations. It makes sense for Teen Vogue to invest so much into their online and digital content - they are responding to how their audience operate.
7) What does the New York Times say Conde Nast is known for?
The New York Times says that originally, Conde Nast are well known for their lavish and visually-rich magazines which is why their closure of their print publication was so shocking.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
$100m less in revenue compared to 2016
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
Traffic surged from 2 million monthly visitors to nearly 9 million since May 2015
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.
“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
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?
3.36m 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?
- "What it's really like living with Cystic Fibrosis"
- Models are mad that Kendall Jenner believes she "doesn't have to do" what others do
- Starbucks partnered with an Italian Baker
- Fans Think Selena Gomez Is Trolling Stefano Gabbana With Her “UGLY” Hair
- Here’s Exactly What the Pimples on Every Part of Your Face Mean
- If You Loved the Dora Milaje in "Black Panther," Meet the Dahomey Amazons
- Find out when most teens are losing their virginity
The twitter feed appears to focus a lot on lifestyle and actually seem to have a lot more "clickbait" style news - i.e. more celebrity focused/gossip to help generate more of a buzz on their online platform.
3) How are the tweets and headlines written? Can you find examples of clickbait?
The twitter headlines are typically written in first person or in a leading way - these are deliberately done in order to entice the audience into reading the articles, as they make the articles appear more necessary.
4) How does the Twitter feed use videos and images?
They mainly use images and videos as a method of encouraging the audience to click the links to their articles - the videos make them more likely to click them as it suggests that there is less reading involved. Also, because text is limited to only 140 characters, it means that images and videos can be used to communicate the narrative of the post easier.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5.9m likes and 5.8m 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?
They have videos related to (female) wellbeing, as well as "newsworthy" clips relating to some of their more historical/hard-news based stories. This differs from the content shown on the Twitter page, as the Twitter page appears to have a lot more clickbait style content.
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?
The events tab shows us that Teen Vogue are very active in terms of creating new concepts and making them available to subscribers/their readership across the US. The fact that they can travel across to these different states, knowing that they will have a successful turn out highlights that their readership and audience engage with their content and interact with their events very well - willing to buy tickets to see influential speakers and meet other people who are involved in the Teen Vogue movement.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.4 million followers
9) How does the Instagram feed differ from other social media channels?
They have a lot of exclusive pictures from their events and Red Carpet events etc. There is far less political/activism content compared to the Teen Vogue website. This is probably because people would be less likely to comment/like their posts when seeing political news amidst the rest of their personalised feed.
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).
- Same slogan in bio ( "The young person's guide to conquering (and saving) the world." )
- Political videos posted on YouTube, on their social media (twitter) they pin political related videos such as the Cara Delevingne video commenting on activism and a trans activist.
- All contain same ideologies and reflect the same Teen Vogue angle
- Fashion and lifestyle (soft topics) as well as politics (hard topic)
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