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?
The New Yorker, GQ, Vanity Fair, Wired, Architectural Digest (AD), Condé Nast Traveler and La Cucina Italiana.
2) What are Teen Vogue’s main sources of income?
Brand Sponsors
Advert Revue
Events
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Online Adverts
Sponsor Brands
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Fashion is usually heavily influenced by trends and can be easily advertised through Teen Vogue through the use of celebrities.
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?
Although Teen Vogue does a good job at enlighting and educating the audience about many talks like politics and identity however to some extent Teen vogue is owned by a huge media conglomerate which's motive would be to create a profit and make money.
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”?
A highly-successful website. Six million Facebook likes. A huge following on Snapchat. Three and a half million Twitter followers
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
Clickbait titles - Directing the audience
Politics coverage
3) How did Teen Vogue justify the closure of the print magazine?
80 job losses
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
"Conde Nast is doing all of a sudden and dramatically what most major magazine publishers have been doing steadily and quietly for the last 10 years - cutting their cost base to match their reduced revenues,"
5) How do online-only publications make money?
Adverts and become subscription websites
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
"For the demographic, they are targeting, they really push the boundaries and provide something new that isn't just celebrity, fashion and beauty for teens."
The print is a hard medium to sustain with gen-z audiences.
7) What does the New York Times say Conde Nast is known for?
Condé Nast, a company once known for its lavish spending and its visually rich glossy magazines, continues to move away from its former identity.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
The company expects to bring in $100 million less in revenue than it did in 2016
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
2 million visitors to 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.
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year.
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 Twitter feed focus on most? Does this differ to the website?
There is a large focus on celebrity and environment compared to the website which focuses more on politics.
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets are written as quick replies to the articles and the headline uses a lot of direct address and clickbait
4) How does Twitter feed use videos and images?
The images and videos are much larger to attract the viewers because of the bright colours.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5,749,801 people like this
5,670,191 people follow this
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?
Focus on beauty, fashion and music.
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?
Teen Vogue Summit Meetup in Austin
Teen Vogue Is Coming to Chicago!
They create lots of events in many different locations and have a large audience and they collaboratively create content
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
3.2 million
9) How does the Instagram feed differ from other social media channels?
Lot more posts of celebrities and model. Fewer pictures of the articles.
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).
On youtube, they can create a large viewing and making content tailoring celebrities or creating content. The use of social media allows more people to click on their website and view their articles.
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
The New Yorker, GQ, Vanity Fair, Wired, Architectural Digest (AD), Condé Nast Traveler and La Cucina Italiana.
2) What are Teen Vogue’s main sources of income?
Brand Sponsors
Advert Revue
Events
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Online Adverts
Sponsor Brands
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Fashion is usually heavily influenced by trends and can be easily advertised through Teen Vogue through the use of celebrities.
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?
Although Teen Vogue does a good job at enlighting and educating the audience about many talks like politics and identity however to some extent Teen vogue is owned by a huge media conglomerate which's motive would be to create a profit and make money.
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”?
A highly-successful website. Six million Facebook likes. A huge following on Snapchat. Three and a half million Twitter followers
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
Clickbait titles - Directing the audience
Politics coverage
3) How did Teen Vogue justify the closure of the print magazine?
80 job losses
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
"Conde Nast is doing all of a sudden and dramatically what most major magazine publishers have been doing steadily and quietly for the last 10 years - cutting their cost base to match their reduced revenues,"
5) How do online-only publications make money?
Adverts and become subscription websites
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
"For the demographic, they are targeting, they really push the boundaries and provide something new that isn't just celebrity, fashion and beauty for teens."
The print is a hard medium to sustain with gen-z audiences.
7) What does the New York Times say Conde Nast is known for?
Condé Nast, a company once known for its lavish spending and its visually rich glossy magazines, continues to move away from its former identity.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
The company expects to bring in $100 million less in revenue than it did in 2016
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
2 million visitors to 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.
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year.
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 Twitter feed focus on most? Does this differ to the website?
There is a large focus on celebrity and environment compared to the website which focuses more on politics.
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets are written as quick replies to the articles and the headline uses a lot of direct address and clickbait
4) How does Twitter feed use videos and images?
The images and videos are much larger to attract the viewers because of the bright colours.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5,749,801 people like this
5,670,191 people follow this
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?
Focus on beauty, fashion and music.
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?
Teen Vogue Summit Meetup in Austin
Teen Vogue Is Coming to Chicago!
They create lots of events in many different locations and have a large audience and they collaboratively create content
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
3.2 million
9) How does the Instagram feed differ from other social media channels?
Lot more posts of celebrities and model. Fewer pictures of the articles.
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).
On youtube, they can create a large viewing and making content tailoring celebrities or creating content. The use of social media allows more people to click on their website and view their articles.
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