Legacy media is in a transitional moment as ad spending shifts from print to digital, causing media companies to reallocate resources.
So how’s that working out? WWD decided to check in and see how the web traffic has been over the past year, ending in April 2017 — the most recent data available from comScore. According to a year’s worth of data for Vogue, Teen Vogue, Cosmopolitan, W, Glamour, Allure and InStyle, April wasn’t the strongest month for any of the seven titles examined. Still, it offers a useful snapshot.
For example, it turns out there is truth to all those stories about Teen Vogue finding success online — even as the print publication reduced frequency. Condé Nast’s teen title had a huge win over the past year. A year ago, Teen Vogue ranked near the bottom of the pack of the fashion and women’s titles analyzed. Now it is number two. According to comScore, it has seen a 176 percent increase in web traffic, from 3.3 million unique visitors in April 2016 to 9.1 million in April 2017.