Magazines: GQ - Audience & Industry

 Audience

Look through the GQ Media Kit and answer the following questions: 

1) How does the media kit introduction describe GQ?

As the flagship of men’s fashion and style in Britain, to be GQ is to be forward-looking, progressive and cutting-edge.

2) What does the media kit suggest about masculinity? 

As masculinity evolves and men's fashion has moved to the centre of the global pop-culture conversation, GQ's authority has never been broader or stronger.

3) Pick out three statistics from the data on page 2 and explain what they suggest about the GQ audience.

1.8M SOCIAL FOLLOWERS - This shows that how well known CQ is to the fashion/ lifestyle industry, also this suggests about the GQ audience that they are keeping up to the date to what GQ posts on social media, in order to know things about lastest trends e.g

£7.7K AVERAGE ANNUAL SPEND ON FASHION - This suggests about the GQ audience that they are upper middle class as in the GQ magazine they show fashion pieces and brands used, often designer brands. This shows the influence of whay GQ has on the fashion industry

£1.2K AVERAGE ANNUAL SPEND ON BEAUTY - This shows how much men spend on beauty, as the average GQ reader is a man hence title - gentleman's quarterly. Moreover, it shows the influence and the trends which beauty has had on males and how we are moving from rigid sterotypes about makeup being for just females. showing that GQ uses the modern man to attract their audiences

4) Look at page 3 - brand highlights. What special editions do GQ run and what do these suggest about the GQ audience?

GQ HEROES - "GQ Heroes is a festival of ideas that brings together gamechangers, creative radicals, deep thinkers and cultural icons for three days of panels and live performances" by having these events it suggests that GQ is extremely exclusive and target a middle class audience because these events are expensive to go and also celebs attend as well. Additionally, the audience is into niche activites and events such as CQ heroes

GQ HYPE - at this event there are, "The actors, musicians, athletes, designers and innovators who are changing the way we think, live and experience" this suggests about the GQ audience that they are about change and want to improve their lifestyles. Moreover, the people who attend are high known, which incidates that people who attend may be from a wealthy/ middle class background.

MEN OF THE YEAR - This suggests about the GQ audience that they are passionate about masculinity and power, because of GQ's idealogy, as it gained 45million viewer in 2021

5) Still on page 3, what does the video and social series section suggest about how magazine audiences are changing? 

British GQ’s video series drew more than 45 million views in 2021 – with viewers watching more than 10 million hours of content. In 2022, globally-renowned GQ franchises including Actually Me, 10 Essentials and Iconic Characters launch in the UK, joining local series like Action Replay to create our most dynamic lineup of video, ever. That video programming will also hit all of British GQ’s social channels, where audiences have grown more than 30% in the past year to top 2 million.

Media Magazine feature: GQ

Go to our Media Magazine archive and read the article on GQ (MM82 - page 12). Answer the following questions:

1) What are the elements that go into choosing a cover stars for GQ? 

More the cover which has a big impact on someone buying the magazine rather than the subscription, using someone interest or trending among the celebs rather than any famous person. Also the shoot as well has to be creative as well in order to attract their target audience.

2) How is the magazine constructed to serve the target audience? 

article suggests that GQ attracts high-end and luxury lifestyle advertisers, including top-tier tailoring, sports cars and luxury watches. Sponsors also want to associate their brands with GQ because its readers are their target market. This suggests that GQ's audience is mainly male, affluent and interested in luxury, fashion and an aspirational lifestyle.

3) What does the article suggest about GQ's advertisers and sponsorships - and what in turn does this tell us about the GQ audience? 

GQ Hype is a weekly, online-only GQ cover that was created because there are only a limited number of print covers available. It gives celebrities the prestige of appearing on a GQ cover while allowing GQ to produce more digital content. It also shows the impact of digital convergence because the covers can gain attention through platforms such as Instagram and Twitter. 

4) What is GQ Hype - and how does it reflect the impact of digital media on traditional print media?

The article says that additional revenue streams are now vital because it is almost impossible for magazines to survive through print sales alone. GQ has diversified by creating events and awards such as the Men of the Year awards, car awards, food and drink awards and GQ Heroes. These generate revenue through sponsorships and, in the case of GQ Heroes, ticket sales. 

5) Finally, what does the article say about additional revenue streams for print magazines like GQ?  

It suggests that additional revenue streams are vital for print magazines like GQ because it is almost impossible to survive on print sales alone. GQ creates extra income through awards and events, such as the Men of the Year awards, car awards, food and drink awards and GQ Heroes. These generate money through sponsorships and ticket sales, helping GQ diversify its income.

Industries

Your industries contexts are divided into three areas - Conde Nast, GQ's website and social media content and the impact of digital media on print industries.

Condé Nast

Read this Guardian news article on editorial changes at Condé Nast and answer the following questions: 

1) Who was previously GQ editor for 22 years? 

Dylan Jones was the editor-in-chief of GQ for 22 years. He announced that the August 2021 edition would be his last as editor.

2) What happened to the 'lads' mag' boom magazines such as Nuts, Maxim and Loaded? 

magazines such as Nuts, Maxim and Front closed down, while Loaded went online-only, following falls in circulation. This shows the decline of traditional men's magazines and the difficulties they faced in maintaining their audiences.

3) What changes have been taking place at Condé Nast in recent years and why? 

Condé Nast has been streamlining its operations, with several editors leaving magazines such as Vogue China, Vogue Germany, Vogue Spain, Vogue India and Vogue Japan. The company wants to create a “digital-first” business and is bringing its European operations together, meaning some teams, roles and capabilities are being changed.

Read this Press Gazette article on Conde Nast. Answer the following questions:

1) What does the article suggest about Condé Nast's recent strategy? 

Condé Nast has adopted a digital-first strategy, merging global editorial teams and focusing more on digital content and income streams. It is investing in video, digital content, online subscriptions and e-commerce while still maintaining print magazines as part of its wider portfolio.

2) How does chief executive Roger Lynch describe Condé Nast and why? 

Roger Lynch describes Condé Nast as “no longer a magazine company” because far more people now interact with its websites and social media than read its magazines. The article says around 70 million people read its magazines, compared with over 300 million website users and 450 million social media users. This shows how important digital platforms have become to the company.

3) What does Adam Baidawi say about Condé Nast, GQ and culture? 

Baidawi says that Condé Nast is in the business of “shaping and reflecting culture”, so it needs to adapt as culture changes. He argues that GQ could not effectively do this when its 21 international businesses worked separately around print products. The new global approach allows GQ to create content for both global and local audiences while reducing duplicated work and costs.

Read this FIPP feature on Condé Nast diversifying into video and streaming content. Answer the following questions: 

1) How is Condé Nast moving away from traditional print products?

Condé Nast is expanding into digital video, streaming, audio and interactive/shoppable content rather than relying mainly on print magazines. It is distributing content across new channels and targeting audiences who do not watch traditional broadcast or cable TV.

2) What examples are provided of Condé Nast's video and streaming content?

Vogue’s wellness programming, GQ Sports’ 2022 Super Bowl coverage and Vanity Fair’s expansion into audio, Met Gala and Vanity Fair’s Oscars Part

3) What does the end of the article suggest modern media audiences want? 

It suggests audiences want to be active participants rather than passive viewers. They also expect content to be interactive and personalised to their interests.

GQ website, video and social media content 

Visit the GQ website, Instagram and YouTube channel. Note that some of these may be blocked in school. Once you have looked over GQ's online content, answer the following questions:

1) What similarities do you notice between the website and the print edition of the magazine?

Both the website and print magazine focus on men’s fashion, grooming, celebrities, culture and lifestyle. They also use high-quality photography, celebrity interviews and fashion imagery to create the same sophisticated and aspirational GQ brand identity.

2) Analyse the top menu of the GQ website (e.g. Fashion / Grooming / Culture). What do the menu items suggest about GQ's audience?

The menu includes areas such as Fashion, Grooming, Culture, Watches, Lifestyle, Fitness and GQ Sports. This suggests GQ targets people interested in men’s fashion and appearance, entertainment, sport, health and lifestyle, rather than focusing only on traditional fashion. 

3) What does GQ's Instagram feed suggest about the GQ brand? Is this appealing to a similar audience to the print version of the magazine?

it is very modern, fashionable, celebrity-focused and culturally relevant. This appeals to a similar audience to the print magazine because it promotes fashion, celebrities, grooming and culture, but presents them in a faster and more visual format.

4) In your opinion, is GQ's social media content designed to sell the print magazine or build a digital audience? Why?

I think GQ’s social media is mainly designed to build a digital audience. Social media allows GQ to reach people quickly with short, visual and shareable content, rather than simply advertising the print magazine. The website also produces a large amount of constantly updated content, including shopping guides and celebrity stories. 

5) Evaluate the success of the GQ brand online. Does it successfully communicate with its target audience? Will the digital platforms eventually replace the print magazine completely?

GQ appears to be successful online because it offers a wide range of content that matches its target audience’s interests, from fashion and grooming to culture, fitness and sport. The digital platforms also allow GQ to update content much more frequently than a monthly or regular print magazine. However, I do not think digital platforms will necessarily replace print completely, as the physical magazine still offers a different, premium experience and remains an important part of GQ’s brand identity.