Your Teen Vogue Hot Takes Are All Wrong
"Everyone's favorite woke kids mag" isn't really going anywhere.
Beginning with “Papa” John Schattner’s assertion that NFL players kneeling during the National Anthem was somehow damaging his pizza business, call it a banner week for bad takes from folks wielding their considerable platforms irresponsibly.
To the world of red ballcaps and conservative pundits, Thursday morning’s news of Teen Vogue‘s print closure was further confirmation that the world is rejecting the mainstream media’s identity politics and Hollywood liberalism.
TEEN VOGUE IS DEAD. https://t.co/uI6cNFKxCc
— Ian Miles Cheong (@stillgray) November 2, 2017
Elsewhere on the political spectrum, others lamented the loss of Teen Vogue and criticized parent Condé Nast for seemingly sweeping the legs out from under one of its brands as it experienced unprecedented growth.
Highly, highly confused as to why @TeenVogue is closing its print pub while keeping BRIDES open. The prolificacy of zines amongst teens / young people surely shows that there’s a market for print pubs there? https://t.co/Affy2I8Ilo
— Charlie Cuff (@CharlieBCuff) November 2, 2017
In a live Facebook stream Monday, a gleaming “Activist Mommy” Elizabeth Johnston — who famously burned a print edition of Teen Vogue in July over an online-only article informing readers about anal sex — claimed a “tremendous victory” over the death of the “vulgar, filthy, perverted rag of a publication” (moments after repeating to her 306,000 followers the false claim that the Sutherland Springs, Texas shooter was a member of Antifa, but I digress).
Ms. Johnston would likely be displeased to learn that Teen Vogue will not only live on to do Satan’s bidding another day, the site that has played host to such articles as Lauren Duca’s viral “Donald Trump is Gaslighting America” op-ed and the aforementioned anal sex guide will likely see even further investment from Condé Nast going forward absent the considerable cost of producing a regular print edition.
“Teen Vogue has experienced tremendous audience growth across its digital, social and video platforms this past year. We are aggressively investing in the brand and all of its consumer touchpoints,” read a Condé Nast statement addressing the magazine’s print closure.
Thursday’s news likely gave little shock to anyone within Condé Nast, where the announcement, almost exactly one year ago, that Teen Vogue was reducing its print frequency from nine issues per year down to four while placing more resources behind its web team left clearly legible writing on the proverbial wall. Surely it comes as no great revelation that Teen Vogue‘s young female audience prefers to consume articles on mobile devices and via social media rather than in print magazines.
The fact that both The New Yorker and Vanity Fair, the other two prongs of Condé’s three-headed anti-Trump vanguard, were among the only titles whose print editions were spared any cutbacks in the company’s restructuring certainly seems to undermine the argument that politics are hurting Teen Vogue.
Since Phillip Picardi was installed as digital editorial director in 2015 and Elaine Welteroth as the brand’s editor the following May, traffic to TeenVogue.com has surged from around 2 million monthly visitors to nearly 9 million. In other words, Teen Vogue’s ascent from lip gloss authority to bastion of left-leaning social criticism was almost entirely unrelated to its print magazine.
“In one of my interviews, one of the questions was, how do you grow Teen Vogue from 2 million to 10 million a month? And [adding politics] was largely the answer,” Picardi told NPR’s David Folkenflik last December.
Given the extent to which Condé Nast can’t seem to help itself from promoting Picardi internally and Welteroth externally, Thursday’s announcement can likely be seen as an endorsement of the pair’s editorial strategy.
Duca’s latest column for Teen Vogue, skewering Fox News for “brainwashing” its viewers with “propaganda masquerading as a serious source of news,” went live Thursday afternoon.