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.
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
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
Some of the other newspapers that Conde Nast publish are: Allure, Architectural Digest, Ars Technica, Backchannel, Bon Appétit,Brides, Condé Nast Traveler, Epicurious, Glamour, Golf Digest, GQ, Pitchfork,Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, W and Wired.
2) What are Teen Vogue’s main sources of income?
These include advertising on the website and tickets for their Teen Vogue Summits. Other sources include: revenue through youtube
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Through the summits which fans of the website can buy tickets for and attend.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
This is because it can generate important revenue for things like magazines and websites in advertising fees. Also, it can generate huge buzz for the brand advertised if the website/magazine has a large readership as more people will be aware of the brand.
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?
In a away, it is a public service as it is providing important information to their target audience, this information includes things like university information, under the "Campus Life," as well as political information. Although it can be argued that Conde Nast are just doing this for more clicks, the same way Teen Vogue write their titles in a specific way, for more clicks.
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”?
This is because of their large social media followings with three and a half million Twitter followers and 6 million Facebook likes.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
This is because the titles are concise and relatable.
3) How did Teen Vogue justify the closure of the print magazine?
Their audience is using the digital content more than the paid for magazines. This is also because people want their content for free, rather than paying for it.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?He says that when you go website only you lose the brand values as well as what the brand actually stands for, meaning that you "are just another website."
5) How do online-only publications make money?
This is through advertising on the website and talking about specific products in dedicated articles, which companies would pay for them to do. In addition to this, there will be advertising slots on the website which companies can also pay for to get that slot.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Penny says "Print is a very difficult medium to sustain," which may be because Gen Z has grown up with the digital presence, therefore they're more likely to use that medium rather than print.
7) What does the New York Times say Conde Nast is known for?
NYTimes says that Conde Nast is known for rich, glossy magazines.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
This is by $100 million
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
The amount of people that went to the Teen Vogue website increased to nearly 9million, from 2 million.
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.
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?
3.3 million 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?
The first 20 tweets would come under these categories:
TV
Lifestyle
Mental Health
Celebrity
Music
Fashion
Health
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets are written in a serious tone and an example of click bait is "An allergic reaction to hair dye reportdedly caused this women's head to swell in size."
4) How does the Twitter feed use videos and images?
There is an image with every tweet, possibly to provide something for their followers to look at, giving them an idea of what kind of content they would find on the website.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
Their Facebook page has 5.9 million likes
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?
This part of the facebook page includes interview style videos, all of which tackle important topics which the Teen Vogue audience can relate to in some way.
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 Teen Vogue facebook Events tab is mostly just the Teen Vogue Summits, which suggests that the audience is quite passionate about the Teen Vogue brand.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
Their Instagram page has 2.8 million followers
9) How does the Instagram feed differ from other social media channels?
This page will have a lot of pop culture references, whereas the twitter page will be more news and website oriented, the Instagram page acts like it's own brand which is heavily celebrity oriented.
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 you tube channel refers heavily to celebrities as that is clearly what the audience wants as each of their recent videos have over a million views, so they are clearly popular
Some of the other newspapers that Conde Nast publish are: Allure, Architectural Digest, Ars Technica, Backchannel, Bon Appétit,Brides, Condé Nast Traveler, Epicurious, Glamour, Golf Digest, GQ, Pitchfork,Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, W and Wired.
2) What are Teen Vogue’s main sources of income?
These include advertising on the website and tickets for their Teen Vogue Summits. Other sources include: revenue through youtube
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Through the summits which fans of the website can buy tickets for and attend.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
This is because it can generate important revenue for things like magazines and websites in advertising fees. Also, it can generate huge buzz for the brand advertised if the website/magazine has a large readership as more people will be aware of the brand.
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?
In a away, it is a public service as it is providing important information to their target audience, this information includes things like university information, under the "Campus Life," as well as political information. Although it can be argued that Conde Nast are just doing this for more clicks, the same way Teen Vogue write their titles in a specific way, for more clicks.
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”?
This is because of their large social media followings with three and a half million Twitter followers and 6 million Facebook likes.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
This is because the titles are concise and relatable.
3) How did Teen Vogue justify the closure of the print magazine?
Their audience is using the digital content more than the paid for magazines. This is also because people want their content for free, rather than paying for it.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?He says that when you go website only you lose the brand values as well as what the brand actually stands for, meaning that you "are just another website."
5) How do online-only publications make money?
This is through advertising on the website and talking about specific products in dedicated articles, which companies would pay for them to do. In addition to this, there will be advertising slots on the website which companies can also pay for to get that slot.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Penny says "Print is a very difficult medium to sustain," which may be because Gen Z has grown up with the digital presence, therefore they're more likely to use that medium rather than print.
7) What does the New York Times say Conde Nast is known for?
NYTimes says that Conde Nast is known for rich, glossy magazines.
This is by $100 million
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
The amount of people that went to the Teen Vogue website increased to nearly 9million, from 2 million.
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.
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?
3.3 million 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?
The first 20 tweets would come under these categories:
TV
Lifestyle
Mental Health
Celebrity
Music
Fashion
Health
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets are written in a serious tone and an example of click bait is "An allergic reaction to hair dye reportdedly caused this women's head to swell in size."
4) How does the Twitter feed use videos and images?
There is an image with every tweet, possibly to provide something for their followers to look at, giving them an idea of what kind of content they would find on the website.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
Their Facebook page has 5.9 million likes
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?
This part of the facebook page includes interview style videos, all of which tackle important topics which the Teen Vogue audience can relate to in some way.
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 Teen Vogue facebook Events tab is mostly just the Teen Vogue Summits, which suggests that the audience is quite passionate about the Teen Vogue brand.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
Their Instagram page has 2.8 million followers
9) How does the Instagram feed differ from other social media channels?
This page will have a lot of pop culture references, whereas the twitter page will be more news and website oriented, the Instagram page acts like it's own brand which is heavily celebrity oriented.
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 you tube channel refers heavily to celebrities as that is clearly what the audience wants as each of their recent videos have over a million views, so they are clearly popular
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