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, GQ, Glamour, Vanity Fair. Profit of 6.6 million in 2017.

2) What are Teen Vogue’s main sources of income?

Ads and youtube.

3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?

They use social media platforms to create new income streams.

4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?

Sponsored content and advertorial is the main way Teen Vogue makes money so it is important for them.

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 acts as a public service to an extent as it educates and informs audiences on many topics however it could be seen as only being interested in profit since it is owned by a big conglomerate which includes capitalism.

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”?


BBC suggests that Teen Vogue's digital game is strong as they have  huge following on all their social media platforms and they stay connected with their audiences online.

2) What does the BBC suggest is responsible for the Teen Vogue website’s success?

Teen Vogue;s ability to provide political coverage and social activism alongside delivering entertainment and fashion advice.

3) How did Teen Vogue justify the closure of the print magazine?

Teen Vogue says that the closure of the print magazine can result in 80 job losses.

4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it?

Hepworth says that there are very few  magazines going digital only and still managing to retain the lustre of their brand.

5) How do online-only publications make money?

Through online advertising.

6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?

Penny suggests that there is a decline in the consumption of print magazines especially in the 'Gen- Z' audiences as they are used to a digital presence and are more interested in digital media.

7) What does the New York Times say Conde Nast is known for?

That Conde Nast is a 'company once 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?

They expect to bring in $100 million less in revenue in 2017 than 2016.

9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.

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.

“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year".

Duca’s for Teen Vogue, skewering Fox News for “brainwashing” its viewers with “propaganda masquerading as a serious source of news,” went live Thursday afternoon.

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 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?

Politics, entertainment,lifestyle,beauty, The feed mostly focuses on politics- more specifically the US presidential election and entertainment in terms of celebrity gossip and drama.

3) How are the tweets and headlines written? Can you find examples of clickbait?

Most of the headlines include quotes of people or the article they are referring to to give audiences a aquick insight into what the article will be about.

4) How does the Twitter feed use videos and images?

They use photos that are relevant to the topic of the article and videos that engage audiencs.

5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?

They have 5.7 million likes and 5.6 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?

The videos range from health and lifestyle advice to celebrity gossip entertainment.

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 events include state summits where they can directly and personally interact with their audiences.

8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?

3.2 million followers.

9) How does the Instagram feed differ from other social media channels?

The instagram feeds seems to focus more on the entertainment aspect whereas their other media channels focus more on the political coverage and social activism.

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).

Audiences can interact with Teen Vogue through the YouTube comment section and through retweeting and commenting on twitter.

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