Teen Vogue, the brainchild of renowned Vogue editor-in-chief Anna Wintour, celebrates its 10th anniversary next month with its March 2013 issue.
The magazine, published by Condé Nast, caters to fashion-conscious teens and young adults who are looking for articles both about coping with high school drama and about runway fashion, and who shop for clothes at such economically diverse stores as Target and Opening Ceremony.
This milestone is impressive for any magazine in this increasingly digital media landscape, and especially for one whose targeted demographic outgrows the magazine every few years. In the past 5 years, Teen Vogue has maintained a little over 1 million readers, and its ad pages rose by 8.3% in the past year (It’s mother magazine, Vogue, saw ad pages rise by 0.3% last year while magazines overall experienced a 7.2% decline in ad pages).
Teen Vogue has outlasted several teen magazines, such as YM, Elle Girl, Teen People, Cosmo Girl! and Teen. Its top competitor is Seventeen magazine, which has double Teen Vogue’s circulation and is the most read magazine and most visited web site specifically for teens.
Amy Astley, who was a beauty director at Vogue when Wintour asked her to helm the teen magazine, describes Teen Vogue’s readership as “an audience of sophisticated young women who wanted to see fashion presented in a way not seen in other magazines.”