Teen Vogue: Industry and social media blog tasks
1) Research Teen Vogue publisher Condé Nast. What other magazines do they publish and how much money did they make last year?
GQ, Wired, Vogue.
2) What are Teen Vogue’s main sources of income?
Monetisation and website clicks.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are reaching out and using social media's such as Facebook, Instagram, Snapchat and Twitter.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
It helps bring in a new stream of revenue and also expand their demographic.
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 Condé Nast views Teen Vogue as a revenue stream, whereas Teen Vogue view themselves as a public service media.
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”?
Because they manage to pull in a lot of clicks.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
With their very progressive view-point on a lot of things that young people can relate to.
3) How did Teen Vogue justify the closure of the print magazine?
It was failing.
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."
5) How do online-only publications make money?
They make money through advertisements on their website. They do this by selling space on their page for advertisers to promote in return for money.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
She suggests that they would rather consume through digital as it is for free whereas if they read print, they would have to pay which is not what they would be willing to do.
7) What does the New York Times say Conde Nast is known for?
The New York Times suggests that Conde Nast take a different approach in moving away from their identity meaning that they can appeal to a larger demographic and audience range.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
They state that their revenue would be half the amount that they received 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.
"Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth as the brand’s editor 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.
-
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?
3.36 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?
Their twitter posts are more about gossip on celebrities and lifestyle for example there are articles on Apple products and eating pizza.
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets have an explanation of what the article is about followed by a picture and an example of clickbait may be a tweet about 'making money on your old iPhone thanks to Apple'
4) How does the Twitter feed use videos and images?
Their twitter posts mostly include images and videos and images are also used when retweeting other users opinions on certain topics.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
almost 6 million likes and 5.8 million 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 featured are more based on the community and certain topics whereas their twitter feed is more about gossip and lifestyle.
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?
There are Vogue summits and meet ups which could suggest how Teen Vogue is trying to interact with their audience and increase their brand awareness.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
They have 2.4 million followers.
9) How does the Instagram feed differ from other social media channels?
Their instagram feeds is more based on fashion etc which is the typical norm of teen vogue which differs from both their facebook and twitter.
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).
Teen Vogue are able to reach a wide variety of audiences through all of their social media and they all try to appeal to the audience, interact with the community and also all have a common theme
GQ, Wired, Vogue.
2) What are Teen Vogue’s main sources of income?
Monetisation and website clicks.
3) How are traditionally print-based products like Teen Vogue diversifying to create new income streams?
They are reaching out and using social media's such as Facebook, Instagram, Snapchat and Twitter.
4) Why is sponsored content and ‘advertorial’ particularly important in media linked to the fashion industry?
It helps bring in a new stream of revenue and also expand their demographic.
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 Condé Nast views Teen Vogue as a revenue stream, whereas Teen Vogue view themselves as a public service media.
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”?
Because they manage to pull in a lot of clicks.
2) What does the BBC suggest is responsible for the Teen Vogue website’s success?
With their very progressive view-point on a lot of things that young people can relate to.
3) How did Teen Vogue justify the closure of the print magazine?
It was failing.
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."
5) How do online-only publications make money?
They make money through advertisements on their website. They do this by selling space on their page for advertisers to promote in return for money.
6) What does Sarah Penny suggest regarding audience consumption for print and digital – and how might it be changing for Generation-Z?
She suggests that they would rather consume through digital as it is for free whereas if they read print, they would have to pay which is not what they would be willing to do.
7) What does the New York Times say Conde Nast is known for?
The New York Times suggests that Conde Nast take a different approach in moving away from their identity meaning that they can appeal to a larger demographic and audience range.
8) The New York Times states that Conde Nast expects to bring in less revenue in 2017 than 2016… by how much?
They state that their revenue would be half the amount that they received 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.
"Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth as the brand’s editor 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.
-
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?
3.36 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?
Their twitter posts are more about gossip on celebrities and lifestyle for example there are articles on Apple products and eating pizza.
3) How are the tweets and headlines written? Can you find examples of clickbait?
The tweets have an explanation of what the article is about followed by a picture and an example of clickbait may be a tweet about 'making money on your old iPhone thanks to Apple'
4) How does the Twitter feed use videos and images?
Their twitter posts mostly include images and videos and images are also used when retweeting other users opinions on certain topics.
5) Analyse the Teen Vogue Facebook page. How many ‘likes’ and ‘follows’ do they have?
almost 6 million likes and 5.8 million 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 featured are more based on the community and certain topics whereas their twitter feed is more about gossip and lifestyle.
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?
There are Vogue summits and meet ups which could suggest how Teen Vogue is trying to interact with their audience and increase their brand awareness.
8) Go to the Teen Vogue Instagram page. How many followers do they have on Instagram?
They have 2.4 million followers.
9) How does the Instagram feed differ from other social media channels?
Their instagram feeds is more based on fashion etc which is the typical norm of teen vogue which differs from both their facebook and twitter.
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).
Teen Vogue are able to reach a wide variety of audiences through all of their social media and they all try to appeal to the audience, interact with the community and also all have a common theme
Comments
Post a Comment