Week 6 – Project 2: Magazine Case Study Research (1/2) – Teen Vogue

For my magazine group project, Karen and I chose fashion. For one of the magazines to research, I chose Teen Vogue.

teenvoguecoveraug2009“Influence Starts Here. This simple mandate sets Teen Vogue apart. Style-conscious girls everywhere know there’s only one source for relevant fashion, beauty, and entertainment news communicated in a sophisticated tone with the power of the Vogue brand.” *

Basically TeenVogue in a nutshell. TeenVogue separates itself from the countless teen magazines such as Seventeen and Girls Life, by having the appearance of sophistication but with a youthful touch but not too young. TeenVogue is very successful, through my research I found it ranks in many blogger’s top lists of magazines targeted at teens, and its circulation is over 1 million, 90% of those numbers are from subscriptions. Aside from the magazine, it also has a website and an app for smartphones/tablets with articles and behind the scenes videos and photos. The magazine is praised for its content which range from mostly fashion but also music, literature, feature stories meant to empower girls such as a story of a real girls/young women’ triumph or adversity. The fashion part is kept youthful; although there is focus on runway fashion, there are also style bloggers/street fashion. TeenVogue is also unique in its role in publishing young rising stars and the objective is to appear to be ahead curve in both fashion and the who’s who of Hollywood; it hosts an annual “Young Hollywood” party which then becomes the feature of that month’s issue.

Demographics / Advertising
Despite the teen in its title and the occasional articles about prom when it gets close to that time of the year, the median age of their readership is 23, and 25% of their readership is attending college. The median age for their website is even higher, aged 27 (probably because they can read their “teen magazine” privately). I wager that is exactly what they want. Much of the content within TeenVogue still remains applicable to women college aged to early adult while they make the transition to the more adult Vogue. Readers of TeenVogue are fashion savvy and advertisers want their attention. Ads in TeenVogue are typically beauty and fashion related and they range from low affordable brands (like Revlon, Aeropostale) to midrange (Guess, MAC) to high (Armarni, Coach). The products in the magazine features and photoshoots vary from affordable to items in the $100-500 price much like the brands paying them for adspace.

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Format/Photography/Design/Typography
The cover of TeenVogue is instantly recognizable on a magazine stand: it uses a 6¾”x9” sized format that not only differs from the rest of most magazines, but it’s small size also means it’s get prime real estate at the front of the racks where it won’t be hidden. TeenVogue uses photos from relatively high budget photoshoots for their cover and features alike which emphasizes the sophistication it wants to convey. Photoshoots are typically shot outdoors or with natural lighting indoors and the feeling ranges from dream-like, natural/casual, edgy and weird depending on the topic. The magazine doesn’t restrict itself to only certain colours. For type, the magazine uses a mixture of serifs (modern like didone for emphasis, and oldstyle/transition for the main text in articles for legibility) and sans serifs (geometic and neo-grotesque), swapping and changing the size to establish hierarchy and different sections. It is only in the very text heavy articles that grid is most obvious. The magazine’s typical approach is to fill or balance the page with pictures and fill the remaining space with text. The grid is mostly 1 to 2 columns but the size of the columns vary depending on the images. Text is not justified and it wraps around images when appropriate.

(Demographic info taken from their Media Kit)

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