GQ - Audience + Industries
Audience
Look through the GQ Media Kit and answer the following questions:
1) How does the media kit introduction describe GQ?
They introduce GQ as the "flagship" of men's magazines and is a magazine that is becoming more progressive.
2) What does the media kit suggest about masculinity?
They suggest that masculinity is changing and is undergoing a new identity in recent years
3) Pick out three statistics from the data on page 2 and explain what they suggest about the GQ audience.
- £7.7k average annual spend on fashion
- 61% ABC1
- £1.2k average annual spend on beauty
From these statistics alone, we can determine that the average GQ purchaser/viewer is someone of upper-middle/upper class status that has a lot of money to spend.
4) Look at page 3 - brand highlights. What special editions do GQ run and what do these suggest about the GQ audience?
GQ Heroes Issues, GQ Hype, Men of the Year, and Tentpole Video and Social Series.
These issues and special editions typically focus on famous people/success/achievements. From what I can gather, the average GQ audience member, in addition to being financially stable, also likes to view more information about people who have achieved substantial things in their lives - possibly being an example of the Aspirer or Succeeder.
5) Still on page 3, what does the video and social series section suggest about how magazine audiences are changing?
It suggests we're just simply in a different time period - magazines are losing popularity, and the overwhelming success of GQ's video/social media projects reinforce that, as they drew more than 45 million viewers in 2021. Evidently, lots of things, including magazines, are migrating towards online spaces at an accellerated rate, due to the recent and growing reliance on technology over the past few years.
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?
They search for the right person at the right time - they don't particularly prioritize fame over anything else.
2) How is the magazine constructed to serve the target audience?
The magazine is constructed by not always doing things other magazines do - GQ strives for originality, whether it'd be its cover photo/topic, or what they do outside the magazine.
3) What does the article suggest about GQ's advertisers and sponsorships - and what in turn does this tell us about the GQ audience?
The article suggests that GQ has a healthy relationship with the people they advertise and/or sponsor - instead of buying them out/"selling out" like lots of other magazines, they aim to partner with allies that they have good and reliable connections with. This is evident when they're talking about their cover stars - they don't want an extremely famous person, they want the right person at the right time; and that's something they strive for in their advertisers/sponsors too.
4) What is GQ Hype - and how does it reflect the impact of digital media on traditional print media?
GQ Hype is an event that focuses on people that provide a big impact to the world in some way, shape or form. It's both in person and online - which reflects the impact of digital media on traditional print media, seeing as most things are either live or online now. Things have changed a lot, and this is simply what people have to do in order to turn a profit on media nowadays.
5) Finally, what does the article say about additional revenue streams for print magazines like GQ?
GQ is becoming increasingly more divergent to cope with the slow but steady decline of print magazine. They are relying more on additional revenue streams to keep providing content for their audiences.
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
2) What happened to the 'lads' mag' boom magazines such as Nuts, Maxim and Loaded?
They've either closed down or only went online after circulation fell.
3) What changes have been taking place at Condé Nast in recent years and why?
They've aimed to leave the publishing industry because of the falling popularity of print magazines.
Read this Press Gazette article on Conde Nast. Answer the following questions:
1) What does the article suggest about Condé Nast's recent strategy?
They're prioritising more digital-focused content rather than print in order to fully switch.
2) How does chief executive Roger Lynch describe Condé Nast and why?
They exclaim that Condé Nast was "no longer a magazine company", due to the shift in more digital-based media.
3) What does Adam Baidawi say about Condé Nast, GQ and culture?
He says "Condé Nast, as much as anything else, is in the business of shaping and reflecting culture. Culture moves, and we have to move with it".
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?
They're focusing on more video and social oriented platforms.
2) What examples are provided of Condé Nast's video and streaming content?
Their YouTube channels, Vogue’s expansion into wellness, GQ Sports’ 2022 Super Bowl lineup, Vanity Fair’s expansion into audio, and Condé Nast Shoppable.
3) What does the end of the article suggest modern media audiences want?
Audiences want to actively engage in media products rather than be well, audiences.
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?
They both follow a simple and minimalistic design that's both futuristic and stylish.
2) Analyse the top menu of the GQ website (e.g. Fashion / Grooming / Culture). What do the menu items suggest about GQ's audience?
These menu items suggests that the average GQ audience member usually cares about their appearance and/or the appearance of others. They tend to focus on health and are interested on the surveillance of others too.
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?
The GQ Instagram feed suggests the brand is diverse in content and culture. It appeals to the audience of the print magazine, as it's roughly the same content they showcase on there.
4) In your opinion, is GQ's social media content designed to sell the print magazine or build a digital audience? Why?
In my opinion, I feel like GQ's social media content is specifically designed to target more digital audiences. This is because it tends to focus on online articles and pictures, rather than the actual magazine - the topics shown are a little different compared to the magazine and they seem more digital in topic. Additionally, GQ have stated that they wanted to move to digital and that they were "no longer a magazine company". I feel like this statement matches up with their social media presence, as they're increasingly prioritising digital over traditional.
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?
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