Industry is the final key concept to address in this in-depth study. It's important to remember that the exam question could cover anything from how Teen Vogue makes money to what attracts audiences to their social media pages. This means we need comprehensive knowledge across the board.
Notes from the lesson
Industry: Conde Nast
Teen Vogue is owned and published by Condé Nast, an American media organisation that publishes around 20 magazines including Vogue, GQ and Wired. The company targets a wide range of different audiences – 164 million consumers across its brands.
In March 2018, Condé Nast announced the launch of Influencer Platform Next Gen, a digital campaign that links advertisers and content creation. The goal is to “connect to a new generation of audience”.
Income sources
Teen Vogue’s main source of income is through selling advertising space online – adverts that are targeted using browsing history.
However, they also monetise their customer data and loyalty, encouraging readers to register online for updates, offers and access to the ‘Insider’ area of the website. This data can then be sold to other companies or used to attract ‘advertorial’ or sponsored content.
Teen Vogue also makes money through YouTube with plenty of 1m+ views on their video content. This is an example of digital convergence – a traditionally print-based product moving into multimedia and accessible on one device.
Finally, they run events such as the Teen Vogue summit and US tour.
Teen Vogue: fashion industry player
Although Teen Vogue has been creating headlines for its political content in recent years, it is also an important part of the fashion industry. Both editorial content and advertising is designed to create a strong desire in their audience for products featured. This links to Condé Nast’s role as a major media company interested in maximising profit.
Some argue that Teen Vogue’s more diverse coverage offers a form of public service through its political coverage. But are features criticising capitalism hypocritical when the brand is owned by a media giant like Condé Nast?
Teen Vogue: Industry and social media blog tasks
Create a new blogpost called 'Teen Vogue Industry and social media' and work through the following tasks to complete the final aspects of your Teen Vogue case study:
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?
2) What are Teen Vogue’s main sources of income?
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
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?
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”?
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
3) How did Teen Vogue justify the closure of the print magazine?
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
5) How do online-only publications make money?
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
7) What does the New York Times say Conde Nast is known for?
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
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.
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?
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?
3) How are the tweets and headlines written? Can you find examples of clickbait?
4) How does the Twitter feed use videos and images?
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
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?
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?
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
9) How does the Instagram feed differ from other social media channels?
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).
This is your final set of blog tasks for Teen Vogue and will complete your comprehensive case study for this in-depth CSP. Complete for homework - due date on Google Classroom.
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