Almost exactly a year after Elaine Welteroth was named editor at Teen Vogue — replacing the publication's founding editor-in-chief, Amy Astley — Welteroth's job title is again getting a facelift. On Thursday, Condé Nast announced that it has appointed Welteroth as the publication's editor-in-chief, with co-brand leaders Marie Suter and Phillip Picardi maintaining the titles creative director and digital editorial director, respectively.
According to Condé Nast, Welteroth will be tasked with "representing the brand’s editorial vision," as well as "expanding Teen Vogue's presence through new consumer experiences and products." Condé Nast did not distinguish how and if those responsibilities differ from the duties she was executing in her editor role previously.
In a statement, Condé Nast Artistic Director Anna Wintour said:
Elaine is incredibly in tune with the Teen Vogue audience, and has used that unique insight to engage and connect with her readers on a very personal level. Over the last year, she has demonstrated a fearless leadership in her pursuit to make Teen Vogue the voice of a new generation, and we look forward to all she will accomplish in her expanded role as Teen Vogue's new editor-in-chief.
Teen Vogue has been no stranger to editorial and structural changes since Astley decamped to Architectural Digest last May. In the 12 months since, the publication downsized to a quarterly print issue model and saw the departure of longtime Style Director Andrew Bevan; Suter and Picardi joined Allure in their same roles (while also remaining at Teen Vogue), and just this week, the publication won two Webby Awards.
But perhaps the greatest indicator of change is its dramatic increase in readership. Throughout Donald Trump's campaign and subsequent win in the 2016 presidential election, Teen Vogue increased political coverage on its website, including an op-ed by writer Lauren Duca that got mainstream publications buzzing. That pivot seems to have paid off: Condé Nast reports that traffic to TeenVogue.com has increased to more than 9.2 million unique visitors, up from 2.7 million unique visitors last year, with mobile traffic more than doubling with an increase of 109 percent year-over-year and video viewers growing 989 percent in the same period. Meanwhile, subscriptions for Teen Vogue have reportedly increased 535 percent year-over-year.
If Welteroth's new editor-in-chief title doesn't change her day-to-day duties much, that's probably okay: If it ain't broke, which Teen Vogue certainly seems not to be at the moment, don't fix it.