Condé Nast’s Teen Vogue frequency to go from monthly to quarterly beginning in 2017
Also: Amy Oelkers promoted from head of digital sales to head of revenue, Teen Vogue
NEW YORK, NY – November 7, 2016 – Condé Nast today announced an investment in Teen Vogue’s digital, video and social content and introduced a larger collectible quarterly print format. The new frequency is designed to capture key audience moments relevant to young readers’ lives. The first issue, focused on young love, will be released in the spring of 2017. Additionally, Amy Oelkers has been promoted to head of revenue for Teen Vogue, reporting to Jim Norton, chief business officer and president of revenue for Condé Nast. The appointment is effective immediately.
Most recently, Oelkers had been the executive head of digital sales for Teen Vogue. Prior to joining Teen Vogue, Oelkers was the associate publisher of sales for SELF, where she led the sales team across all platforms for the brand. Previously, she was vice president of digital sales at OWN, The Oprah Winfrey Network and spent seven years at Real Simple. Oelkers began her career at Allure.
“Amy brings an innovative digital-first approach to connecting our advertising partners to Teen Vogue’s audience of highly-influential millennials,” said Norton. “Investing in Teen Vogue’s digital, video and social content, and creating collectible print editions will better engage our audience where and how they consume our content.”
In the past year, traffic to TeenVogue.com has increased to more than 5.4 million unique visitors, up from 2.2 million unique visitors last year (comScore, September 2016 vs. September 2015). Multiplatform unique visitors increased 147% YoY and mobile traffic more than doubled with an increase of 207% YoY, the biggest increases within the competitive set, and video viewers grew 222% YoY (comScore, September 2016). In addition, Teen Vogue’s overall social audience garnered more than 12 million followers across 16 platforms, reaching massive new audiences on Instagram (40% growth YoY) and YouTube (44% YoY). Teen Vogue enjoys the largest overall social footprint within its competitive set, leading in both followers and actions per media on Instagram and leading in total actions on Facebook. Teen Vogue also has been named as one of the top 10 magazine brands with the greatest audience growth in the past year (Magazine Media 360° Q3 Brand Audience Report and Social Media Report, September 2016 vs. September 2015).
“Teen Vogue speaks to the future—and our incredible digital growth is proof that young millennials and Generation Z want to be meaningfully engaged,” says Phillip Picardi, digital editorial director. “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.”
“We are excited to continue cultivating a genuine connection with our audience by evolving our content across platforms and reimagining how to engage more meaningfully in print,” says Elaine Welteroth, editor. “For this reader, it’s about going big—literally—with bigger, bolder statements, and a larger, first-to-market keepsake format that gives us the freedom to dive deeper into the topics that matter the most.”
In the coming months, Teen Vogue will vastly increase its video output, customizing its unique blend of news and lifestyle coverage for all of the video and social platforms where its audience natively consumes content. Teen Vogue also will continue to cover the signature blend of topics that have become the hallmark of the brand: from passion points such as entertainment news and social justice to more lifestyle-focused interests such as fashion and beauty.
Under a new leadership trio of Elaine Welteroth (editor), Phillip Picardi (digital editorial director), and Marie Suter (creative director), Teen Vogue has forged a new path for the brand. As an ally to young women everywhere, Teen Vogue has refocused itself on cross-cultural and cross-generational conversations that bring its audience together, all under the common goal of educating, enlightening, and empowering the next generation of leaders. In print and online, the brand has taken on the political, social, and cultural issues its audience cares most about, from the latest fashion and beauty trends, to social justice issues like #BlackLivesMatter and LGBT rights.
In the past year, Teen Vogue became the first mainstream media publication to launch a Wellness vertical, where the content is strictly aimed at educating readers about sexual health, gender identity, and beyond. Teen Vogue launched a viral video series called “Letter to My 18-Year-Old Self,” with aspirational women like Emilia Clarke, Tracee Ellis Ross and Kerry Washington each giving advice to their younger selves. Additionally, the acclaimed September issue – aptly named “For Girls by Girls” – was the first in Teen Vogue ‘s 13-year history to be photographed exclusively by women, and included a new feature entitled 21 Under 21, which highlighted 21 incredible young women making a difference in the world; Teen Vogue not only profiled them in book, but also created a specific vertical online to celebrate their achievements.