Teen Vogue: Industry and social media


1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?

 House and Garden, Self, GQ, Vogue, Vanity Fair, Wired.

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

 These include advertising on the website and tickets for their Teen Vogue Summits. Revenue through YouTube.

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

 One way which Teen Vogue can diversify to create new income streams is by making social media accounts such as YouTube. Also through the use of the summits which they have and have the tickets up for sale.

 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 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?

 WIth their print media closing two years ago there is certainly an element of producing their content for revenue and i do not believe that they would do this as a matter of public service media as their firm needs to stay afloat using these clicks and throigh profit. They would not use clickbiat titles if they wanted to simply inform their audience.

 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?

 The titles are concise and relatable.

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

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?

 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?

"Print is a very difficult medium to sustain," which may be because Gen Z has grown up with the digital presence and prefers this due to convienience and what they have seen growing up. They are also used to free content over paid content.
7) What does the New York Times say Conde Nast is known for?

"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?

$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.

 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?

 3.36 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?

 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?

 5.9m 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?

 There are interviews which is different to their twitter feed, presumably because they are trying to keep their twitter feed more consise.

 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 and Teen Vogue meetups.

It shows their audience are active in taking part of the brand, they acre about the activism and the fashion.

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

 2.5m followers

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

 The difference between instagram is that the audeince on there is unlikely to read a lot of content which they leave in the form of text and would instead need to be required to publish pictures which would tell a narrative and maintain the audiences interest.

 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 YouTube 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 very popular.

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