The Gentlewoman - Audience + Industries

Media Magazine feature: Pleasures of The Gentlewoman

Go to our Media Magazine archive and read the article on The Gentlewoman (MM84 - page 34). Answer the following questions:

1) What does the article suggest is different about the Gentlewoman compared to traditional women's magazines? 

Compared to traditional women's magazines, the Gentlewoman is more "modern" and "welcome" compared to the rest.

2) What representations are offered in the Gentlewoman?  

They represent a wide spectrum of womanhood; this includes playing with ideas of gender performativity and stereotypes.

3) List the key statistics in the article on the average reader of the magazine. 

Income of the average reader - £87k
Viewership - 85% women
61% are aged 28-46
47% are in the A or B categories of the social rating system

4) What is The Gentlewoman Club? 

A specialised club for Gentlewoman readers where they go to gatherings or do activities with each other

5) What theorists does it suggest we can apply to the Gentlewoman's club?

Baudrillard - By creating a club, the gentlewoman is able to tailor and construct a super glamourous and ultra-modern reality for its readers; a simulation that Baudrillard would make up

6) What does the writer of article suggest they are getting out of their relationship with the magazine?

The magazine is trying to create a bilateral relationship with its readers

7) Who are the team behind the magazine?

A small and independent team of writers, editors and publishers; the publishers in question are 2 indie Dutch publishers

8) How does the Gentlewoman use their website and social media to promote the magazine? 

They use their website and social media to promote the magazine by showcasing events, sponsors and social trends they've participated in

9) What are the 'creative collaborations' in the magazine? How do they 'spill over into real life'?

"Creative collaborations" are also known as "native advertising". Brands use the Gentlewoman's own writers and photographers to market their products to audiences.

10) How does the article sum up the audience pleasures of the Gentlewoman? 

4 pleasures: Modern, Welcome, Club and Independent

The Gentlewoman Media kit

Look through The Gentlewoman's Media Kit and answer the following questions:

1) How does the Media Kit introduce the magazine?

They introduce the magazine as "the definitive style title for the modern woman". They introduce and market the magazine as a magazine made by classy women for classy women.

2) On the 'Digital' page, what different sections of the website are there and how do these offer opportunities for audience engagement and interaction? 

Library, Club, Magazine, Collaborations and Shop

They allow visitors to check out what the magazine has in offer, their previous events and/or collaborations, and even purchase exclusive Gentlewoman merchandise.

3) What are the audience demographics for The Gentlewoman?

Median age 32, majority female readers (85%)

4) What is The Gentlewoman Club and what does it offer readers?

The Gentlewoman Club, as they describe it, is an "international society" of Gentlewoman readers. They often go on get-togethers and are given monthly newsletters.

5) What Creative Collaborations

Why Creative Collaborations
When Creative Collaborations
How Creative Collaborations

- Delfina Delettrez
- COS
- Chanel
- Giorgio Armani
- Nike

D&AD Award Winner feature

Read this short D&AD advertising agency award feature on The Gentlewoman. Answer the following questions:

1) How is the magazine described?

The Gentlewoman is described as celebrating modern women of style and purpose, offering an intelligent perspective on fashion through ambitious journalism and photography.

2) What does it say about the content and design of The Gentlewoman?

The Gentlewoman brings together in its pages modern women of great renown and distinction and the editorial design continues its evolution with the introduction of new typographical and layout elements, along with the magazine’s ongoing commitment to enhancing its photography by working with the leading names in the field.

3) How are the readers described?

Their readers are "confident, intelligent and stylish" and are from a broad range of ages and professions.

Business of Fashion website feature 

Read this Business of Fashion feature on The Gentlewoman - the magazine that is also a club. If you don't want to sign up to the website (free) then you can access the text of the article on Google Drive here (you'll need your Greenford Google login). Answer the following questions: 

1) What events are listed as part of The Gentlewoman Club?

Their sponsored events range from architectural tours to cards nights.

2) Why does it suggest the magazine has managed to 'cut through the clutter'?

It's because they have an "intelligent take on fashion and culture aimed at smart and tasteful women".

3) How are Gentlewoman Club tickets given out? 

Readers often have to buy the (usually expensive) tickets. Penny Martin hand-picks the event invitees much like the guest list for a dinner party.

4) What does the article say about The Gentlewoman's relationship with its audience? 

They have a good connection with their audience as they actively try to engage with them.

5) Why are Club events valuable from a digital perspective? 

From a digital perspective, club events are good as they offer a much-needed break from all the content on a screen.

Website and social media research

1) Visit The Gentlewoman's website. How does it promote the magazine? 

It shows you the front cover of the most recent magazine upon entry and allows you to take a sneak peek at it.

2) Visit the magazine page of the website. How much of the magazine is available to view online? Is this a smart marketing technique to sell print copies or is it giving content away for free? 

Quite a large chunk, more than one would expect. It allows interested viewers a kind of "trial" of the magazine; they can see if they like it, and if they do, they can purchase a copy.

3) Look at The Gentlewoman's Twitter feed. What content from the magazine or Club events can you find on there? 

They have posted a lot regarding their past events; they've also posted content featuring sponsorships/collaborations and merchandise. Notable mentions include their meeting at the Big Apple in NYC to see Chaka Khan, and them promoting the Gentlewoman merchandise at an Arket store on Regent Street.

4) Go to The Gentlewoman's Instagram page. How does it encourage the audience to engage with the magazine? 

It encourages the audience to engage with the magazine by posting photoshoots and magazine content on their page.

5) What representations of fashion and gender can you find on their Instagram page? 

There's a lot of close-ups of costumes and women's fashion photoshoots on their page; most of the dresses seem quite typical.

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