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?
Conde Nast produces many of the world's best known magazine brands, including Vogue, Glamour, Gentleman's Quarterly, Architectural Digest, Wired, House & Garden, Condé Nast Traveller, Tatler and Vanity Fair.
2) What are Teen Vogue’s main sources of income?
Teen Vogues main source of income is derived from selling online advertising space
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are taking in the idea of digital convergence, therefore they are continuously moving their content online, across different platforms. An example of this would be YouTube as they are now able to gain revenue from their channel too.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Sponsored content is particularly important in media linked to the fashion industry as adverts on websites are targeted specifically for the consumer as they take in their data, therefore it increases the chance of the brand getting more money as the people will want to buy what they're most interested in.
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 believe that in order for Conde Nast and Teen Vogue to both remain successful they must create content that is ensured to generate a lot of clicks so they can stay at the top. However a lot of the content they produce is public service media that influences people to consume information about affairs and news
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”?
Teen Vogue have,'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?
Its headlines are light and relatable, with many written in the first person. They do a great job of making many of us go 'Ooh that sounds interesting'
3) How did Teen Vogue justify the closure of the print magazine?
They made it clear that as a brand they needed to 'modernise and calibrate' the way they distribute content so that they are able to stay up to date with how audiences prefer to consume news.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
David Hepworth states, "There are very few cases of magazines going digital-only and managing to retain the lustre on their brand. Once you let paper go you're just another website. You're just more space junk floating around out there."
5) How do online-only publications make money?
Through their online advertising and 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?
Print is a very difficult medium to sustain, particularly within this Generation-Z readership," she says."They're really the first demographic to have grown up with a digital presence from birth so naturally have an incredibly strong affinity with online consumption - even more so than millennials."
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.
Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth as the brand’s editor the following May, 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.
“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
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year." - Conde Nast
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 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 twitter feed focuses on issues relating to young girls quite a lot, e.g miscarriages etc. They also mention quite a bit about the political side of the world, mentioning Hilary Clinton in one of the tweets. I don't think its different from the website as they both pretty much dive into the same topics. However there are some things that differ from the website, for example the mention of cartoons like 'Steven Universe' and Netflix series like 'Riverdale' which are popular amongst young audiences.
3) How are the tweets and headlines written? Can you find examples of clickbait?
They are written in a way that is very eye-catching so that the audience are straight away drawn in. An example of clickbait I've found is where they state 'Justin Bieber is Now a DIY Jewelry Designer', however this is not the case as all he really did was make a necklace for his wife
4) How does the Twitter feed use videos and images?
They use images and videos that encourage the audience to click on the different articles. The images are also an efficient way of communicating to the audience without actually using words.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5,882,124 likes
5,789,011 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 feature a lot of content to do with political affairs and wellness. I think it differs as on twitter they use a lot of click-bait that has to do with celebrities
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?
When looking at the events tab a lot of, if not all of their past events are meetups and summits where they interact with their audience collectively so that they get a better understanding of who their audience actually is and what the enjoy and dislike.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.7M followers
9) How does the Instagram feed differ from other social media channels?
Over on Instagram their content is more exclusive as they show off pictures of different models and even red carpet footage. Their IG feed is different to their twitter and website in terms of having less political posts as they have to cater to the different audience they're bound to have on IG as a lot of young people use it
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).
An example of synergy across their different platforms is that they always want to promote wellness for young people, especially females as a lot of the time, topics like these are overlooked in society. They were able to grow such a large following on YouTube by posting content that is extremely relevant in today's society and by going into the political aspect of things.
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
Conde Nast produces many of the world's best known magazine brands, including Vogue, Glamour, Gentleman's Quarterly, Architectural Digest, Wired, House & Garden, Condé Nast Traveller, Tatler and Vanity Fair.
2) What are Teen Vogue’s main sources of income?
Teen Vogues main source of income is derived from selling online advertising space
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are taking in the idea of digital convergence, therefore they are continuously moving their content online, across different platforms. An example of this would be YouTube as they are now able to gain revenue from their channel too.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Sponsored content is particularly important in media linked to the fashion industry as adverts on websites are targeted specifically for the consumer as they take in their data, therefore it increases the chance of the brand getting more money as the people will want to buy what they're most interested in.
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 believe that in order for Conde Nast and Teen Vogue to both remain successful they must create content that is ensured to generate a lot of clicks so they can stay at the top. However a lot of the content they produce is public service media that influences people to consume information about affairs and news
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”?
Teen Vogue have,'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?
Its headlines are light and relatable, with many written in the first person. They do a great job of making many of us go 'Ooh that sounds interesting'
3) How did Teen Vogue justify the closure of the print magazine?
They made it clear that as a brand they needed to 'modernise and calibrate' the way they distribute content so that they are able to stay up to date with how audiences prefer to consume news.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
David Hepworth states, "There are very few cases of magazines going digital-only and managing to retain the lustre on their brand. Once you let paper go you're just another website. You're just more space junk floating around out there."
5) How do online-only publications make money?
Through their online advertising and 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?
Print is a very difficult medium to sustain, particularly within this Generation-Z readership," she says."They're really the first demographic to have grown up with a digital presence from birth so naturally have an incredibly strong affinity with online consumption - even more so than millennials."
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.
Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth as the brand’s editor the following May, 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.
“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
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year." - Conde Nast
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 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 twitter feed focuses on issues relating to young girls quite a lot, e.g miscarriages etc. They also mention quite a bit about the political side of the world, mentioning Hilary Clinton in one of the tweets. I don't think its different from the website as they both pretty much dive into the same topics. However there are some things that differ from the website, for example the mention of cartoons like 'Steven Universe' and Netflix series like 'Riverdale' which are popular amongst young audiences.
3) How are the tweets and headlines written? Can you find examples of clickbait?
They are written in a way that is very eye-catching so that the audience are straight away drawn in. An example of clickbait I've found is where they state 'Justin Bieber is Now a DIY Jewelry Designer', however this is not the case as all he really did was make a necklace for his wife
4) How does the Twitter feed use videos and images?
They use images and videos that encourage the audience to click on the different articles. The images are also an efficient way of communicating to the audience without actually using words.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5,882,124 likes
5,789,011 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 feature a lot of content to do with political affairs and wellness. I think it differs as on twitter they use a lot of click-bait that has to do with celebrities
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?
When looking at the events tab a lot of, if not all of their past events are meetups and summits where they interact with their audience collectively so that they get a better understanding of who their audience actually is and what the enjoy and dislike.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.7M followers
9) How does the Instagram feed differ from other social media channels?
Over on Instagram their content is more exclusive as they show off pictures of different models and even red carpet footage. Their IG feed is different to their twitter and website in terms of having less political posts as they have to cater to the different audience they're bound to have on IG as a lot of young people use it
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).
An example of synergy across their different platforms is that they always want to promote wellness for young people, especially females as a lot of the time, topics like these are overlooked in society. They were able to grow such a large following on YouTube by posting content that is extremely relevant in today's society and by going into the political aspect of things.
Comments
Post a Comment