The decision to reduce Teen Vogue’s print presence comes as no surprise. Generation Z — Teen Vogue’s target audience — spends most of its time online. In addition to a more robust digital and social media strategy, the title aims to "vastly" increase its output of video content in the coming months.
Teen Vogue says it reaches an audience of 24 million users a month across its multiple platforms, including web, print, social and live events. Its website traffic has doubled in the past year to 5.4 million unique visitors in September 2016, according to Comscore. Mobile traffic is up 207 percent year over year, with video viewers up 222 percent. The publication's social presence includes 12 million followers across 16 platforms.
In order to give Teen Vogue's new print incarnation a more collectible feel, the book will be larger in format. The theme of the first issue is set to be “young love,” with a deep dive into hot-button issues thought to be important to the reader.
“Teen Vogue speaks to the future — and our incredible digital growth is proof that young millennials and Generation Z want to be
meaningfully engaged,” said Picardi. “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,” said Welteroth. "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.”