1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
They also publish GQ, Wired and Glamour. They made 113 million pounds last year.
2) What are Teen Vogue’s main sources of income?
Teen Vogue makes their money from advertising spaces on their website.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are taking use of the internet and posting content on platforms such as YouTube to earn a little more income.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Teen vogue originally started out as a fashion magazine. The adverts that appear in the magazine for clothes are there to persuade audiences to buy these products.
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 think that Teen Vogue has partial elements of attempting to creating change to the world. However, Teen Vogue is after all a business who exists in order to gain profits. This may raise questions about whether Teen Vogue are doing it because of own beliefs or if they are doing it because they want more 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”?
They say this because Teen Vogue has a big social media presence.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
The BBC believes that they have good content within their magazine and that their political coverage has increased significantly.
3) How did Teen Vogue justify the closure of the print magazine?
They stated that they were evolving along with society hence why they decided to close down their print magazine.
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
He says that being online makes it hard to be unique and stand out above the rest of the online websites that already exist.
5) How do online-only publications make money?
Like Teen Vogue, online publications tend to make money from adverts that pay to be put on there.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Sarah Penny suggests that the audience consumption for print would significantly decrease as digital media will rapidly grow. This can be linked to generation Z as they have grown up with technology.
7) What does the New York Times say Conde Nast is known for?
They say that Conde Nast is known for "it's lavish spending and its 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?
Around 100 million dollars less than the last year.
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
'Two million monthly visitors to nearly nine 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’s ascent from lip gloss authority to bastion of left-leaning social criticism was almost entirely unrelated to its print 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?
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?
The twitter feed varies form a range of topics from politics to fashion to lifestlye to beauty. However, their main topic currently is politics.
3) How are the tweets and headlines written? Can you find examples of clickbait?
Teen Vogue attempt to give off a more friendly and close vibe to their audiences which is why they have chosen a particular font. This may be an arguement as to why Teen Vogue may be clickbait.
4) How does the Twitter feed use videos and images?
Twitter allows Teen Vogue to put in snippests of their magazines or behind the scenez of an interveiw.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5.8 million likes and 5.7 million 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?
Majority of the videos on the menu is related to politics somehow. This does differ from the content that is on the Teen Vogue facebook feed.
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 meet ups was Teen Vogue creates a relationship with their audiences. By setting up an in real life party for people of Teen Vogue readers,, it allows them to interact with them on a more personal level.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.7 million followers
9) How does the Instagram feed differ from other social media channels?
Teen Vogue attempts to create a more personal bond with their audience. Although a lot of the posts are of female celebrities, it means that they still include their original ideas of beauty and fashion into their magazines.
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).
There is an example of synergy where they describe themselves as 'The young person's guide to conquering the world.'
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