Them. is a new platform launched by Condé Nast on 4 October 2017 that promises content for and by LGBT and gender non-conforming individuals, focusing on political and social issues as well as fashion and entertainment. The platform will consist of both a printed magazine and social media presence (Instagram, Facebook, Twitter). It is interesting that this venture has chosen to construct an online presence before a physical one. At the time of writing there have been no indications of if and when the printed magazine will make its debut.
Amid the release of Them. Condé Nast revealed that they would be ceasing production on the print editions of Teen Vogue, one of their most successful magazines to date, due both to budget cuts and a favouring of the use of digital platforms to connect with a digital generation. The timing of this decision is note worthy as in the last few years Teen Vogue changed creative directors and made a remarkable shift to focus more on social and political stories relevant to its younger audience, as well as providing a greater voice to individuals of all colours and genders. Teen Vogue had evolved dramatically to represent many of the ideals laid out in the manifesto for the Them. platform, so it would perhaps seem counter productive to axe an already successful platform in favour of generating a new one without the promise of success. This leads to the conclusion that perhaps we won't see a printed magazine after all.
The existing branding for Them. will be analysed as part of the extended essay. Initial observations reveal that the platform went through a significant rebrand just two weeks after its initial launch in order to attract a younger audience. The printed magazine will perhaps aim to sit amongst other high-end low-budget lifestyle magazines, including the likes of Riposte, The Gentlewoman and Hello Mr.