OSP: 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?
- Vogue
- Vanity Fair
- WIRED
- GQ
- Glamour
- Selling advertising space online-adverts that are targeted using browser history
- Monetise their customer loyalty and data encouraging readers to register online for updates
- TV also makes money through YouTube with plenty of 1m+ views on their video content
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
- Both editorial content and advertising is designed to create a strong desire in their audience for products featured.
- I would say Teen Vogue's content is a form of public service media because although originally being a fashion and beauty magazine, their move to more political content suggests that they really do wish to educate and enlighten their readers along with their events that allow audience members to engage with the producers etc.
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”?
- A highly successful website. Six million Facebook likes. A huge following on snapchat. Three and a half million Twitter followers. Teen Vogue's digital game is strong
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
- The brand has increased its political coverage and social activism in recent years while still delivering its entertainment, fashion and beauty content.
- Its headlines are light and relatable, with many written in the first person.
- The closure of the print edition is likely to result in up to 80 job losses, according to Variety and it's not the only changes Conde Nast announced this week.
- "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."
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Penny thinks, though, that there was only so much money that could be made from print anyway, and points out the decline in physical sales of magazines in general.
"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."
"Print is a very difficult medium to sustain, particularly within this Generation-Z readership," she says.
- Condé Nast, a company once known for its lavish spending and its visually rich glossy magazines, continues to move away from its former identity.
- The company expects to bring in $100 million less in revenue than it did in 2016, and it has pared down the budgets at its titles.
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 has experienced tremendous audience growth across its digital, social and video platforms this past year. We are aggressively investing in the brand and all of its consumer touchpoints,”
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
- Current affairs
- Celebrities
- Beauty and fashion
- The Website focuses more on political activism
- The tweets are quite empowering and real however, there are some tweets that a sort of clickbait such as the one regarding "how to get rid of acne"
- The images are quite large in comparison to the text. They stand out and link to the topic at hand
- 5M likes
- 5M followers
- They focus more on beauty/fashion and music
- Teen Vogue Summit meet up
- Teen Vogue is coming to Chicago
- Teen Vogue Summit
- This shows how interactive they are with their audience members. Audiences can actively and socially interact
- 3.2M followers
- Celebrity endorsement. There are many posts of celebrities and snippets of them in TV YouTube videos
- The events
- The way in which audience members are able to communicate and tweet and comment on posts
- BLM offers an opportunity for audiences to come and protest
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