Teen Vogue: industry and social media

 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 other magazines that Conde Nast publish would be Wired and GQ as well as Teen Vogue. Last year, they had made?

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

Teen Vogue's main source of income would be their selling slots of advertainment on their website so that agencies can advertise their products. 

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

Teen Vogue would be diversifying their income streams through other platforms such as YouTube and social media where they also advertise products for businesses, this would a way of widening their income stream.

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

It is important because the fashion industry is a fast paced industry so the must be up-to date with the latest so they sell to their audience making them a profit. 

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 would a form of public service media as they would talk about many issues that are very relevant to today's ideology as well as keeping to their roots to being a fashion and lifestyle magazine however being owned by a capitalist conglomerate seems as though they would only care about audience traffic and profit. 


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”?

BBC suggests that "Teen Vogue's digital game is strong" because their demographics are largely younger people (Gen z) so that means they spend lots of time on social media and are used to technology which Teen Vogue capitalised on well especially with the wave of social media activism.     

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

BBC suggests that the reason for Teen Vogue's website success would be because of their straight to point headlines and relatable content for their readers.  

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

Teen Vogue had stated that their closure for the print magazine would be for environment and they would still do a print but for special moments. 

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

The risk involved with going digital-only would be that many magazines already do that and how would you differentiate from others.

5) How do online-only publications make money?

They make money through sponsors advertisements and thrid-party selling of their audiences data with consent (cookie ads). Another way would be subscriptions for certain magazines.  

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

Penny suggests that the the most active audience consumption for print and digital would generation z. 

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

The New York Times had stated that Conde Nast is known for their enriched standards for all of their magazines. 

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

They had stated they would decrease their revenue by 100 million dollars. 

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

One statistic that justifies the digital only approach would be "Teen Vogue has surged from around two million monthly visitors to nearly nine million". 



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?

On their Teen Vogue's Twitter account they have 3.3 million followers. 

2)  News & Politics, Fashion, Entertainment, Beauty, Lifestyle, Wellness and Homecoming. What does the Twitter feed focus on most? Does this differ to the website?

Their Twitter feed would mostly focus on news and entertainment however, this differs from their website as on their Twitter page they have a lot of targeted ads whereas on their website there are sponsored ads but are more subtle.

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

The tweets are mostly retweets from other accounts on their page and links to articles on their page. Examples of click-bait would be their political ones which they would encourage readers to read. 

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

Their Twitter feed would use videos and images that are bold and would get the most clicks such as the recent presidential election or the countdown towards it. 

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

The Teen Vogue Facebook page would consists of 5.6 followers and 5.8 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?

The video content available would coincide with their website as they feature videos that would be about either news, lifestyle, fashion, beauty and entertainment.  

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 that are their most popular would be those about news from around the world which creates surveillance as different people can learn about whats going on around the world and diversity as many people from different backgrounds can understand and learn. 

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

On Instagram Teen Vogue have accumulated over 3.2 million followers.  

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

Their Instagram feed differs from their other social media platforms as they focus on the beauty, lifestyle and celebrity aspects on their more. 

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). 

Digital convergence can be seen through social media as they have content available and synergy as that content can be traced to their website which will increase their traffic on it.