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?
Allure, Architectural Digest, Ars Technica, Backchannel, Bon Appétit, Condé Nast Traveler, Epicurious, Glamour, GQ, Pitchfork, Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, and Wired.
2) What are Teen Vogue’s main sources of income?
It's selling online advertising space on their webside.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They have different events organised, they as well as for examle youtube.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
It's hard to earn money from a digital magazine, and by seeling advertisement space they can control the products that they in some way recommend.
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 it's both of those. They are still a media magazine that was made to make money, so that'll obvously their aim but they decided to do that with a more meaningful content.
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”?
It's becasue of their engagement in social media: 6m Facebook likes, 3.5 Twitter followers and loads of followers on SNapchat.
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?
"As audiences continue to evolve around content consumption, we will modernise and calibrate how, where and when we produce and distribute our content to be in sync with the cultural moments and platforms most important to our audiences."
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
"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." It makes the magazine become miningless in the digital world.
5) How do online-only publications make money?
Through advertising and selling people's data.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
She said that Generation-Z 'grown up with a digital presence from birth so naturally have an incredibly strong affinity with online consumption - even more so than millennials."
7) What does the New York Times say Conde Nast is known for?
They say that they're known for ' 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?
$100m less in revenue compared to 2016
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
the following May, traffic to TeenVogue.com has surged from around 2 million monthly visitors to nearly 9 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.
“In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer.”
“Donald Trump is Gaslighting America” op-ed and the aforementioned anal sex guide will likely see even further investment from Condé Nast going forward absent the considerable cost of producing a regular print edition.
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?
3.3 Million
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?
On the ground at with @meaganrosae last night's #DemDebate - politics
Transgender students in schools with restrictions on bathroom use are at a higher risk of sexual assault and are more likely to avoid drinking, eating or using the bathroom altogether. - politics/homecoming
My report on my home state, Ohio, during the Dem debates. Thanks again to @SatansJacuzzi for a wonderful edit and helping to make this story as thoughtful as it should be- news
Lily-Rose Depp's Fashion Evolution: From Child Star to Fashion Darling - fashion
A whirlwind of a day with @AllisonJRiggs, Chief Counsel for Voting Rights at the Southern Coalition for Social Justice. - politics
"Black people shouldn’t have to be thankful for so little and, sometimes, for nothing at all."-Politics
OK wow this is easier than I thought!-Lifestyle
Let the shopping begin.- Lifestyle
ASOS Collaborated With Designer Christian Cowan on a Capsule Collection - style
Facts on facts on facts.-Politics
To Kill a Mockingbird" shouldn't be the only story you read about racism.-Politics
3) How are the tweets and headlines written? Can you find examples of clickbait?
With a loads of enthusiasm and energy for the fashion and beauty and serious for politics.
4) How does the Twitter feed use videos and images?
They show an interesting picture with a headline on the link to the magazine.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5 mil likes and 5.7 mil 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?
First video is about Trump and there are various others about politics as well as fashion and health.
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?
They show how the audience love to angage with the events. They have a lot of them.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
2.7 mil
9) How does the Instagram feed differ from other social media channels?
It's different becasue it's very mainstream and includes mostly celebrieties and popular topis.
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)
They link a lot of their content to their magazine, as well as have other social media included in the youtube videos. By doing that they engage with the audience and make them feel like the magazine is a lot bigger and if they subscribe to all social media, they will a constant part of their community.
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
Allure, Architectural Digest, Ars Technica, Backchannel, Bon Appétit, Condé Nast Traveler, Epicurious, Glamour, GQ, Pitchfork, Self, Teen Vogue, The New Yorker, Vanity Fair, Vogue, and Wired.
2) What are Teen Vogue’s main sources of income?
It's selling online advertising space on their webside.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They have different events organised, they as well as for examle youtube.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
It's hard to earn money from a digital magazine, and by seeling advertisement space they can control the products that they in some way recommend.
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 it's both of those. They are still a media magazine that was made to make money, so that'll obvously their aim but they decided to do that with a more meaningful content.
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”?
It's becasue of their engagement in social media: 6m Facebook likes, 3.5 Twitter followers and loads of followers on SNapchat.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
- "For the demographic they are targeting, they really push the boundaries and provide something new that isn't just celebrity, fashion and beauty for teens."
- "They provide accessible current affairs for a young audience is really pioneering and exciting for a teen magazine, which in turn is alluring for their target audience."
3) How did Teen Vogue justify the closure of the print magazine?
"As audiences continue to evolve around content consumption, we will modernise and calibrate how, where and when we produce and distribute our content to be in sync with the cultural moments and platforms most important to our audiences."
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?
"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." It makes the magazine become miningless in the digital world.
5) How do online-only publications make money?
Through advertising and selling people's data.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
She said that Generation-Z 'grown up with a digital presence from birth so naturally have an incredibly strong affinity with online consumption - even more so than millennials."
7) What does the New York Times say Conde Nast is known for?
They say that they're known for ' 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?
$100m less in revenue compared to 2016
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
the following May, traffic to TeenVogue.com has surged from around 2 million monthly visitors to nearly 9 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.
“In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer.”
“Donald Trump is Gaslighting America” op-ed and the aforementioned anal sex guide will likely see even further investment from Condé Nast going forward absent the considerable cost of producing a regular print edition.
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?
3.3 Million
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?
On the ground at with @meaganrosae last night's #DemDebate - politics
Transgender students in schools with restrictions on bathroom use are at a higher risk of sexual assault and are more likely to avoid drinking, eating or using the bathroom altogether. - politics/homecoming
My report on my home state, Ohio, during the Dem debates. Thanks again to @SatansJacuzzi for a wonderful edit and helping to make this story as thoughtful as it should be- news
Lily-Rose Depp's Fashion Evolution: From Child Star to Fashion Darling - fashion
A whirlwind of a day with @AllisonJRiggs, Chief Counsel for Voting Rights at the Southern Coalition for Social Justice. - politics
"Black people shouldn’t have to be thankful for so little and, sometimes, for nothing at all."-Politics
OK wow this is easier than I thought!-Lifestyle
Let the shopping begin.- Lifestyle
ASOS Collaborated With Designer Christian Cowan on a Capsule Collection - style
Facts on facts on facts.-Politics
To Kill a Mockingbird" shouldn't be the only story you read about racism.-Politics
3) How are the tweets and headlines written? Can you find examples of clickbait?
With a loads of enthusiasm and energy for the fashion and beauty and serious for politics.
4) How does the Twitter feed use videos and images?
They show an interesting picture with a headline on the link to the magazine.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
5 mil likes and 5.7 mil 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?
First video is about Trump and there are various others about politics as well as fashion and health.
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?
2.7 mil
9) How does the Instagram feed differ from other social media channels?
It's different becasue it's very mainstream and includes mostly celebrieties and popular topis.
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)
They link a lot of their content to their magazine, as well as have other social media included in the youtube videos. By doing that they engage with the audience and make them feel like the magazine is a lot bigger and if they subscribe to all social media, they will a constant part of their community.
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