Teen Vogue is a spinoff of the magazine ‘Vogue’. It’s an American online publication targeted towards teenagers which include stories about fashion/celebrities/identity and politics.
Conde Nast, conglomerate that produces some of the world’s leading print, digital, video and social brands, owns Teen Vogue (GQ, Vanity Fair etc…) The company was created by Conde Montrose Nast who was an American publisher, entrepreneur and business magnate. The company uses horizontal integration.
Industries:
- Teen Vogue is a commercial media product, but it may be seen as fulfilling a public service through it’s political reporting and social campaigns.
- The use of a digitial platform expands the output and reach of their products – links to transformation of public sphere and how technology has enabled better access
- They ceased print editions as a way to make more money
- Utilising social media platforms- keeping up with technologies and targeting the younger generations – change in consumption
Representation:
- Keeping up with popular culture to engage their target audience (TV, music, celebs, trends…)
- Women are represented as independent and tackles issues that are relevant to women – feminist views and opinions
- Rage of diverse information from around the globe – informative whilst also representing people from all backgrounds and ethnicities
Audience:
- Engaging as it uses slang, and simplified vocabulary to make the information easier to understand. Bigger pictures.
- People from all social groups/cilques are included within the information shared
- $221B – Spending Power
- 1.8X – Fashion and Beauty Influentials
- 70% – Female Demographic
- 2 IN 3 – Gen Z or Millenials
- 8.4M – Average Monthly Digital Uniques
- 15.6M – Social Followers
- 22.9M – Average Monthly Video Views
Simplified notes:
- Teen Vogue was established in 2003 as a spinoff of vogue led by vogue beauty director Amy Astley
- Owned by Conde Nast – Editor in Chief: Versha Sharma
- Primarily targeting teenagers – offers informative information with subjects such as culture/politics-identity and supplying pleasure gratifications such as shopping/beauty/fashion – helps to create a safe space for teenagers and also increase their target audience range
- Single copy sales dropped by 50% in 2016 they then started publishing quarterly dropping from 10 issues a year to 4
- In November 2017, they announced to cease print editions and continue as an online only- publication – became more accessible whilst also keeping up with modern times – joining social media platform too
- In January 2017 the magazines website had 7.9 million US visitors compared to 2.9 million the previous January
- Teen Vogue had 8,341,000 unique visitors in May 2017 and 4,476,000 in 2018. 1.7% of their may 2018 audience was 17 or younger, 2.6% were 18-24
- “teen glossy with seriously good political coverage and legal analysis, an outlet for teenagers who—shockingly!—are able to think about fashion and current events simultaneously.” – Mark Joseph Stern
Resource: https://en.wikipedia.org/wiki/Teen_V
Possible Questions:
- Media products are shaped by the economic and political contexts in which they are created.
To what extent does an analysis of your online, social and participatory Close study products (The Voice and Teen Vogue) support this view?