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?
Condé Nast publishes other magazines like Vogue, GQ, Tatler, WIRED, Glamour, Vanity Fair and The New Yorker - last year they made $2 billion in total revenue
2) What are Teen Vogue’s main sources of income?
Teen Vogue's main source of income is selling advertising which is targeted using browsing history. Customer data and loyalty is also monetised and the data can then be sold to other companies
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
Traditionally print-based products like Teen Vogue are diversifying to create new income streams by creating a larger presence on social media like YouTube as a way to make money by monetising their videos. Summits are also being held in which consumers can interact with other consumers
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
Sponsored content and 'advertorial' are particularly important in media linked to the fashion industry because it engages audiences with fashion by advertising products linked to magazine to encourage purchases
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?
Teen Vogue's content as a form of public service media due to offering content on current affairs that is relevant and interesting to their target audience. The audience pleasure of surveillance could be applied here due to the offer of news and information that educates people- the interest in educating people proves that they are not 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”?
The BBC suggests "Teen Vogue's digital game is strong" due to the six million Facebook likes, a huge following on Snapchat and 3.5 million Twitter followers
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
The BBC suggests that the reason for the Teen Vogue website's success is the light and relatable headlines with many written in the first person that make viewers want to click on them and find out more about what they actually mean
3) How did Teen Vogue justify the closure of the print magazine?
Teen Vogue justified the closure of the print magazine by saying, "Though the quarterly print editions will cease publishing on a regular schedule, we will explore re-imagined special issues timed to specific moments, as we do in social," a spokesman told BBC News. "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?
In the BBC article David Hepworth suggests there is a risk to going digital-only, this risk is, "Once you let paper go you're just another website. You're just more space junk floating around out there."
5) How do online-only publications make money?
Online-only publications make money through advertising
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
Regarding audience consumption for print and digital Sarah Penny suggests that the limited amount of money eligible to be made for print and the decline in physical sales of magazines in general. Specifically, she notes the difference in Gen Z's in which "print is a very difficult medium to sustain" when they're the target audience
7) What does the New York Times say Conde Nast is known for?
The New York Times says Conde Nast is known for its 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?
The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016 by £8M (6.6%)
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
The Folio article also looks at the switch from print to digital. 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.
- "Surely it comes as no great revelation that Teen Vogue‘s young female audience prefers to consume articles on mobile devices and via social media rather than in print magazines"
- "The fact that both The New Yorker and Vanity Fair, the other two prongs of Condé’s three-headed anti-Trump vanguard, were among the only titles whose print editions were spared any cutbacks in the company’s restructuring certainly seems to undermine the argument that politics are hurting Teen Vogue"
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 has 3.3M followers on Twitter
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?
It is clear that Teen Vogue's Twitter feed is centred around entertainment and celebrity gossip which is indicated through the articles on upcoming movies and celebrity interactions
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets and headlines are written in a way that makes them seem relatable to readers but also interesting making readers more likely to click on the headlines or tweets and engage with them
4) How does the Twitter feed use videos and images?
The Twitter feed uses videos and images in conjunction with the articles it links to making readers more interested in the article due to the visual representation of the videos which you can also click on to take you straight to the article
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
On the Teen Vogue Facebook page they have 5,560,394 likes and 5,509,039 follows
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?
On the Facebook page Teen Vogue feature political along with health and fitness contrast perhaps to cater more to the older audience on Facebook who might not be interested in the celebrity gossip that they post about on Twitter
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?
The Teen Vogue events consist mainly of summits along with other kind of meet-ups with Teen Vogue readers allowing the website to be more than a digital form but a physical form
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
Teen Vogue has 4M followers on Instagram
9) How does the Instagram feed differ from other social media channels?
The Instagram feed differs from other social media channels in that it is more focused on movies and celebrity gossip similar to the Twitter page but quite different from the Facebook page
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).
No comments:
Post a Comment