Clicks don’t lie. And the Teen Vogue gets a lot of them.
A very successful website. Six million Facebook likes. A huge following on Snapchat. Three and a half million Twitter followers. There’s no doubt Teen Vogue digital game.
The quarterly print magazine, but not with quite the same effect, recently. So you are close to it.
Mother’s house, Conde Nast instead plans to focus on Teen Vogue digital content – which has been going from strength to strength.
The brand has its political reporting and social activism increased in the last few years, while still providing for its entertainment, fashion and beauty content.
A visit to the Teen Vogue ‘ s website gives you an idea about why the formula is so successful. (Warning: this can be hours and hours of your day).
His headlines are light and relatable, with many written in the first person.
“Selena Gomez and Justin Bieber Outfits to Coordinate Stroking.”
“Cats Can Get acne, Too, and Now I Feel Less Alone.”
“Dove Cameron Freaked out Over Pink Dressing as her for Halloween, and Honest.”
“Louis Tomlinson, brutally Controlled, Niall Horan, and I Can’t Stop Laughing.”
While the above headlines, all from this week, maybe make zero sense to anyone outside of the target audience, you are doing a great job, many of us go, ‘Oh, that sounds interesting’ – *click*.
“You have a fantastic product and content,” says Sarah Penny, fashion Monitor’s head of content.
“For the demographic that you are targeting, you really push the boundaries and offer something different, not just celebrity, fashion and beauty for teenagers.”
But, she adds: “they are not the ones that sit on the fence – you just have to look at all of your trump comment.”
“They really came into their own during the elections, and the fact that you happen to be accessible time for a young audience is truly groundbreaking and exciting for a teen magazine, which, in turn, is alluring for your target audience.”
This could explain the social media reaction to the news that the print magazine was closed:
At the end of the Twitter post of @writtenby Kelsey
At the end of the Twitter post of @CharlieBCuff
We contacted Teen Vogue, the stressed, the growth and expansion of the digital brand, adding that you probably still have to do the print occasionally special.
“Although the quarterly print stop spending, the publication on a regular schedule, we will explore, re-imagine special editions in time to certain moments, as we said in the social,” a spokesman for BBC News.
To develop “as audiences continue to content consumption, we will modernize and to calibrate, how, where and when, we develop, produce and distribute our content in line with the cultural moments and the most important platforms to our audience.”
The closure of the print edition is likely to result in up to 80 jobs, depending on the variety, and it’s not just the changes that Conde Nast announced this week.
Some of the other titles such as GQ, Allure and Glamour falls from 12 to 11 print issues per year.
Teen Vogue moving exclusively online product to follow in the footsteps of the British version of Glamour that did the same thing earlier this year.
“Conde Nast is doing, suddenly and dramatically, which would have done most of the major magazine publishers, the cutting steady and calm for the last 10 years – its cost base with reduced revenue,” says David Hepworth, whose magazine has included career, editing Smash Hits and start Just Seventeen, Q, Empire and heat.
But he also warns: “There are very few cases of magazines are going Online-only, and management, you keep the Shine on your brand. As soon as you let go of the paper, you have only one website. You’re just more space junk Mails in circulation out there.”
(The term ‘space junk’ is definitely not enough these days, it is.)
Teen Vogue has seen its online operation to grow under Philip Picardi, as the digital editorial director in the year 2015.
Reuters / Getty
“Because of the amount of attention that we have received in the press, and I think, socially, we are looked at as a brand that is sure to pitch for, said if you have a story that is not told,” Picardi Business of Fashion this month about the brand of digital success.
“Now we feel empowered to be more activist and bolder, about the statements we make and the attitudes we adopt. And to play so that is a whole other ball game.”
And brave they were. Teen Vogue, as BoF points out, was under strong positions on politics, LGBTQ issues, gender pay gap and the use of contraception.
Pretty good for a publication that has once rejected to offer little more than mascara reviews.
But while its digital operation is growing, Hepworth thinks Conde Nast may end the closure of the physical edition regrets.
“All this talk about the Migration from print to digital is ignoring the monetary facts,” he says.
“Unless you have to come up with a fundamentally different way to do business – and the fact that this announcement comes so suddenly suggests to have Conde Nast, and are just hoping that you’re the exchange of pounds for a few cents.
“If you are a bit away, the only revenue they make is from advertising and the value of online advertising has been decreasing for years.”
He advises Teen Vogue readers: “Remember, if you pay for something, you’re the customer. If something is free you’re the product.”
Penny thinks that there is only so much money could be made, out of print anyway, and the points of the decline in physical sales of magazines in General.
“Print is a very difficult medium to maintain, especially in this Generation Z audience,” she says.
“You really are the first demographic have grown up with a digital presence, from the birth so, of course, an incredibly strong affinity to the online consumer, even more than millennials.”
Teen Vogue say, you are to invest “aggressively in the brand,” and pointed to the “tremendous audience growth over its digital, social and video platforms of the past year”.
Conde Nast will keep you in the hope you can, the momentum in the coming months.
Assuming that the readers of print magazines are okay with swapping pages for clicks, the chances of Teen Vogue should be fine.
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