Major changes are coming to Teen Vogue.
Condé Nast announced today a comprehensive reimagining of the teen-focused spinoff of its flagship fashion title, reducing print frequency from monthly to quarterly, abandoning its digest size for a larger, "collectible" print format, and shifting resources to focus on the brand's growing digital audience.
Effective immediately, Teen Vogue's head of digital sales, Amy Oelkers, has been promoted to head of revenue for the brand. Oelkers will report directly to Condé Nast's chief business officer, Jim Norton, a digital sales veteran who joined the company from AOL last month.
The transformation is a clear indication that, unsurprisingly, a magazine catering to female Gen-Xers and young Millennials sees most of its audience growth coming through social media, primarily on mobile devices, with video leading the charge. Unique visitors to TeenVogue.com jumped 145 percent over the past 12 months, with mobile traffic and video viewers more than tripling, according to data from comScore.
"Amy brings an innovative digital-first approach to connecting our advertising partners to Teen Vogue's audience of highly-influential Millennials," said Norton in a prepared statement. "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."
Privately held, Condé Nast and its parent company, Advance Publications, do not disclose financials, but indications that the company is under pressure to boost revenue by focusing on digital and video — and unifying revenue operations to sell across brands — are widespread. One week after Norton's arrival from AOL, CEO Bob Sauerberg announced a unification of the company's creative, research, and copy teams, a shift Sauerberg described in a staff memo as "part of an overall reorganization of the company from top to bottom."
Teen Vogue will move forward with a "leadership trio" consisting of editor Elaine Welteroth, digital editorial director Phillip Picardi, and creative director Marie Suter, according to a release, which teases a "vast increase" in the brand's video output. Welteroth took the editorial helm in May, replacing longtime editor Amy Astley, who was shifted over to Architectural Digest.
The first print edition released under the new format will hit newsstands in the spring of 2017, with a theme of "young love."
"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," said Welteroth in a statement.