OSP: Teen Vogue - 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?

GQ, Wired, Vanity Fair

£13.6m

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

- Advertising

- Brand deals/promotional deals

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

- Online advertising

- Social media for brand deals

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

They could use cookies and star power. Fashion needs to be a 'trend' and for it to be so it needs to gain popularity amongst like-minded people.

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 it's a combination of both. TV wants to seize the opportunity to make a quick buck however a part of their mission statement is to enlighten and educate so they wouldn't be fulfilling that if they were not acting as some sort of public service.


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”?

They have used the internet as the new home for Teen Vogue due to the decline of print

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

They are really good at attracting online traffic, resulting in more clicks

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

"As audiences continue to evolve around content consumption, we will modernise and calibrate how, where and when we produce and distribute our content to be in sync with the cultural moments and platforms most important to our audiences."

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

You lose some value as you are "just another website" so you would lose originality.

5) How do online-only publications make money?

advertisements and celeb endorsements

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

the gen z consumption is very high digitally and extremely low for print. this makes companies more inclined to go digital.

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

"its lavish spending and its visually 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?

$100 million less

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

"traffic to TeenVogue.com has surged from around 2 million monthly visitors to nearly 9 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.

"Activist Mommy"

"political spectrum"

"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

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?

3.3M

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?

They focus a lot more on entertainment than anywhere else, with a small point on politics

3) How are the tweets and headlines written? Can you find examples of clickbait?

"

"Bella Hadid is apparently Dating Jack Nicholson's Grandson Duke"

The use of apparently is significant due to the gossip nature of this news article.

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

use collages and glamorous images of celebs. The videos are well edited.

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

5.7m likes

5.6m 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?

Not really that different to the Twitter feed. FB page has a focus towards fashion, playing closer to the true values of Vogue.

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?

They want to have one to many & many to many. This links with Shirky as this includes the audience having an impact or even directly creating their own content.

8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?

2.3m

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

Because they can't directly post article links, they post excerpts from those articles with the header image as the main theme of the post, making it celebrate the people as opposed to fashion or identity.

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).

this allows the YT channel to make video specific content with stars to make it more attractive, they also use other social media platforms to increase the traffic for the website itself, making full use of their target audience who spend a majority of their day on their phones.