Teen Vogue to go Quarterly
Teen Vogue to go Quarterly
After much speculation, Condé Nast has finally announced that it will now be reducing its print issue of Teen Vogue to a quarterly format. There is also set to be increased investment in the magazine’s digital and social presence in order to keep up with their online savvy readership. The December 2016/January 2017 issue will be the last print edition of its kind.
This change comes with the promotion of Amy Oelkers to head of revenue. Jim Norton, chief business officer and president of revenue for Conde Nast, said of the new head “[She] brings an innovative digital-first approach to connecting our advertising partners to Teen Vogue’s audience of highly-influential millennials”.
Although a big move, the decision came as no surprise to many. The magazine’s target audience spends a lot of its time online, making it the easiest way for the publication to connect with them. Teen Vogue aims to increase its video content in the future in hopes of appealing to Generation Z and are also working on general improvements to their digital and social media strategy.
The publication reaches 24 million users a month across its web, print, social and live platforms. Its website traffic is believed to have doubled in the past year with mobile traffic up 207% and video viewers up 222%.
“Teen Vogue speaks to the future – and our incredible growth is proof that young millennials and Generation Z want to be meaningfully engaged.” said Phillip Picardi, digital editorial director, on the publication’s online growth, “As content consumption habits continue to shift towards mobile and video, we are so excited to continue delivering content that gives her more”.
As well as major changes to their online presence, the publication have announced that the print edition will also undertake a transformation. The quarterly magazine will now be larger in format with a more collectible feel. The theme of the first issue is expected to be “Young Love”.
Norton appears positive about the new initiative. “Investing in Teen Vogue’s digital, video and social content, and creating collective print editions will better our audience where and how they consume our content”.
Teen Vogue to go Quarterly
