A well-known magazine aimed at teen girls has seen an opportunity and seized it. Hearst’s Seventeen will now be partnering with Awesomeness TV (owned by DreamWorks Animation) to improve the former’s YouTube presence.
Let’s take a quick look at some other magazines’ YouTube statistics:
Lucky– 4,356 subscribers
Elle– 22,666 subscribers
Vogue– 74,945 subscribers
Teen Vogue– 100,252 subscribers
Cosmopolitan (HelloStyle)- 167,662 subscribers
Seventeen– 209, 133 subscribers
It can be seen that Seventeen’s channel has the most subscribers, with Cosmo and Teen Vogue following close behind. Teen girls are changing where they find their content. YouTube allows for a unique and relatable experience, unlike most print magazines.
As an avid YouTube viewer myself, I know and follow most of the “famous” YouTubers who have upwards of 500,000 subscribers (Michelle Phan, Ingrid Nilsen, Nikki Philippi, etc.). They have worked hard and made personal connections with their subscribers to keep them coming back. You would think that popular magazines would have a larger following than these ordinary people, but that is quite the contrary.
One channel in particular that seems to have a lot of support is Awesomeness TV. Boasting 37,758,514 subscribers across their network of channels, Awesomeness TV utilizes all those “famous” YouTube personalities to keep their content fresh and relevant. From DIY and beauty videos to girl talk and celebrities, Awesomeness TV covers it all.
Hearst took notice of the talent and skills that Awesomeness TV had, and wanted that for their own. They have now partnered with them to improve Seventeen’s channel. They have plans for a MCN (multi-channel network), including a few ideas for user-generated content. However, Seventeen does not want to become all user-generated.
Awesomeness TV will handle all of the content, while Hearst continues to take charge of advertising pursuits. There are rumors that the new and improved channel will even include original scripted series-type shows.
“‘Our partnership with AwesomenessTV speaks to the growing importance of digital video content and Hearst’s commitment to being a key player in the creation and distribution of entertaining programming, wherever, whenever and however people want it,’ said Hearst Magazines president David Carey in a statement. ‘AwesomenessTV is a leader in this area and we are very excited to join with them to expand Seventeen across the fastest growing platform to build its ever-expanding fan base.’”
Hearst hopes to improve their connectivity with their audience, and keep their magazine at the forefront of young girls minds. What better way to do that then to partner with someone who is already a leader in that social media platform?
So, will Seventeen’s plan to target their audience work? We’ll have to wait and find out.