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?
Vogue, GQ, wired are their main ones.
Conde nast actually lost profits of up to 14 million
2) What are Teen Vogue’s main sources of income?
Teen vogues main source of income would advertising since they're not only online but they can't rely on people buying their magazines. But Teen Vogue also does host events that undoubtedly help with their profits. Their YouTube views also play a major part in this as well
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
The main way they've diversified would be how they went online and continued to make online products in the form of videos and social media posts. Other than that they remain relatively traditional
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
It not only helps fund these various media institutions, but it helps these media industries gain a better reputation and build themselves up. The same applies to the fashion industry, there isn't much difference.
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?
This question is one that depends on the cynicism of the reader; while personally I believe that most things in most industries are done for financial gain, as a means to garner as many sales as possible and to grow. A part of me also wants this to be a genuine attempt to give to the people, although such a selfless act from a massive conglomerate almost seems like an oxymoron.
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”?
Their prominent in the three main forms of internet usage in the form of websites, social media and YouTube; these three forms of internet are vital for a strong "digital game".
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
The fact that they offer clear and accessible political information and analysis to younger viewers made the brand less intimidating for younger readers. That combined with the already established brand they've set means that they can no be viewed and understood by a wide range of people.
3) How did Teen Vogue justify the closure of the print magazine?
They justified its closure by the fact that sales were decreasing, that and the fact that the internet was clearly the set path for future entertainment industries
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
The risk of just becoming another website on the internet, failing to regain the once dominant brand they had on paper.
5) How do online-only publications make money?
They mainly make their money through advertising; but they can also make money through the selling of data and the selling of products. But majority of it comes from advertising.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Penny states that generation Z were the first generation that has grown up in the digital revolution, and due to that, they have a natural affinity towards that. This means, trying to appeal to this generation with print products is quite difficult to do.
7) What does the New York Times say Conde Nast is known for?
New York Times state that Conde Nast were originally known for it's lavish spending and 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?
its estimated to be around $100 million less in revenue
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
the switch from 2 million monthly readers to 9 million readers is a justifiable reason
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.
"world is rejecting the mainstream media’s identity politics and Hollywood liberalism" - Showing a shifting change in the populations opinion and political opinion.
“Activist Mommy” Elizabeth Johnston — who famously burned a print edition of Teen Vogue in July over an online-only article informing readers about anal sex"- this shows the still traditional values that many people have, and explains why they resent the magazine.
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?
Teen Vogue is currently at 3.3 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?
vast majority of the tweets made by Teen Vogue are fashion/celebrity related, but clear examples of liberal values are present in their tweet. e.g. "Fuck Christopher Columbus #indigenouspeoplesday" is a very clear example of that.
3) How are the tweets and headlines written? Can you find examples of clickbait?
There is a lot of "all your questions will be answered" type of headlines, but some also are examples of making the audience seem that they should be interested in the content that Teen Vogue is putting out there. an example of one would be " All the answers to your most pressing questions about dark spots"
4) How does the Twitter feed use videos and images?
It uses a combo of both, a smart move to attract as many people as they can. This is not an a technique that Teen Vogue pioneered, it's an already established method of attracting viewers.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
Teen Vogue has 5.8 Million likes, but I cant seem to be able to see how many people follow it
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're both quite similar, but the biggest difference between facebook and twitter although is quite clear, there are far more political and mental health-related videos on their facebook page
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?
There are a lot of "Meetups", a meetup was popularised by the internet; so this could be an example of them trying to appeal to a younger generation of people by using the terminology used and familiar by them.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
They have 2.7 Million followers on Instagram
9) How does the Instagram feed differ from other social media channels?
Their content seems more female-centered and is almost entirely media-based (pictures, videos etc) but it also seems slightly more personal, this is evident by dedicating a post as a birthday message for a model.
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).
Direct feedback through Instagram comments, that and the like/unline button offer direct feedback too for Teen Vogue and that is pretty much the case throughout all their social media
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