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?
GQ and Vogue and wired they made 164 million
2) What are Teen Vogue’s main sources of income ?
Teen Vogue’s main source of income is through selling advertising space online – adverts that are targeted using browsing history.
3) How are traditionally print-based products like Teen Vogue diversifying to create new inTeen Vogue also makes money through income streams ? 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.
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 is a form of public service because it brings awareness to social causes that don’t get media coverage however on the other hand they know by bringing something new and challenging the status quo , they would stand out and get more clicks and profit so it can both ways.
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 has Six million Facebook likes ,a huge following on snapchat, three and a half million Twitter followers
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
They believe the brand has increased In its political coverage and social activism in recent years while still delivering its entertainment, fashion and beauty content is the reason for its success.
3) How did Teen Vogue justify the closure of the print magazine?
The closure of the print edition is likely to result in up to 80 job losses Which is not that much and those are not the only changes .
4) In the BBC article, David Hepworth suggests there is a risk to going digital-only. What is it ?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?
They use the creators fund.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-?
Print is a very difficult medium to sustain, particularly within this Generation-Z readership and that there was only so much money that could be made from print anyway.
7) What does the New York Times say Conde Nast is known for?
It 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 ?
$100 million less in revenue than it did in 2016.
9) The Folio article also looks at the switch from print to digital. Pick out a statistic that justifies the digital-only approach.
70%
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.
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 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?
It focuses more on news and politics and bringing awareness to social crisis to inform the uni student target audience about politics.
3) How are the tweets and headlines written? Can you find examples of clickbait?
They are written as if a celeb or a famous is being featured in the article When the article s actually just based on their story.
4) How does the Twitter feed use videos and images?
The images are quite bold and colourful which engages the audience .
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
They have 5 million likes and and 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?
It differs to the Twitter because where Twitter focuses more on politics they focus more on Fashion and beauty .
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 summit and the Chicago event .
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
3 million
9) How does the Instagram feed differ from other social media channels?
It does not just focus on beauty and fashion and politics but on everything and is it’s main source of gaining profit and alerting audience when a new article is posted.
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).
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