Teen Vogue Goes Quarterly and Invests In Digital

by Kristen Heinzinger

More changes at Teen Vogue! Condé Nast announced that the title is investing heavily in digital and will cut its print issues from nine to four, working on a quarterly schedule beginning in spring 2017. The goal is to better capture the attention of its audience—digital savvy and social medial-obsessed teenagers. Plus, Amy Oelkers has been promoted from head of digital sales to head of revenue, reporting to Condé Nast chief business officer and president of revenue Jim Norton. Prior to joining Teen Vogue, Oelkers was the associate publisher of sales for SELF and vice president of digital sales at OWN, The Oprah Winfrey Network. 

The title is currently led by a trio of editors, after former EIC Amy Astley departed for Architectural Digest in May: editor Elaine Welteroth, digital editorial director Phillip Picardi, and creative director Marie Suter.

“As content consumption habits continue to shift towards mobile and video, we are so excited to continue delivering content that gives her more — from resources about sexual health and identity, to up-to-the-minute news on social justice and politics,” said Picardi in a statement.

Over the past year, site traffic has jumped from 2.2M to 5.4M unique visitors, and multiplatform unique visitors increased 147% YoY and mobile traffic more than doubled with an increase of 207% YoY, according to the press release. Teen Vogue‘s overall social audience has increased to 12-million plus followers across 16 platforms, including Instagram and YouTube.

The first of the quarterly issues—which will expand to 11 inches by  6.75 inches—will focus on young love. Teen Vogue also has plans to increase videos, like its “Letter to My 18-Year-Old Self” series, and cover a range of topics like entertainment and social justice, in the same spirit as its newly launched Wellness vertical that takes on sex ed and gender identity.

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1 comment

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