GQ: Audience and Industries

Audience

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

1) How does the media kit introduction describe GQ?

As the "flagship" magazine for men, providing them with everything they need, and are "progressive" changing with the times of society and popular culture.

2) What does the media kit suggest about masculinity? 

Masculinity is said to be 'evolving' and has now 'moved' to a more central position in pop-culture.

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

• £138k average HHI
• 61% ABC1 
• £7.7k average annual spend on fashion

This suggests how wealthy and rich the GQ audience is and the type of audience they try to target.

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 and events 
• GQ Hype
• Men of the year
• Tentpole video and social series

Suggests the type of high-brow audience that GQ is targeting, and the audience are very metrosexual, wanting to look a certain way. 

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

That audiences are moving to a more video and social media platform, as in 2021 a video series drew 45 million more audience members. Suggest how short videos and social media posts are more appealing to an audience nowadays then reading a whole magazine. 

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? 

GQ will pick anyone who is relevant in the time with a "hook", a "hook" could be something they are trying to tackle, a movie or TV show that they are working on etc. The person has to be someone who will "simply" help drive the GQ brand identity.

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

GQ wouldn't use someone too young or old as they want to relate the subject to their target audience. GQ serve their audience both on digital and print. GQ also has the best formatting, profile and its world-class photography. This allows the audience to be up to date with there brand newest trends and fashion.

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 uses brands who are "high-end, luxury lifestyle" telling us of the wealth the GQ target audience have, and what they can afford to do and buy. 

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

A weekly, online only cover. This was set up as many celebrities and their agents would want to be on a print magazine and with not that many to offer, an online version was set up.

 

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

They are vital to business nowadays as it is impossible to survive without them. It helps expand the company.

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? 

Nuts and Maxim were shut down, but Loaded was moved to online after circulation falls. 

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

Many editors are leaving as the company streamline operations. According to the CEO, the aim is a stable of magazines that stay "digital-first and globally local with everything we do."

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

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

That GQ will be able to benefit from the 25% investment as more audience are shifting to view there material from a more digital platform. 

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

Lynch stated that Conde Nast was "no longer a magazine company" as less people are viewing magazines on print but majority are on digital platform through social media and interacting from the website.

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

That GQ are "shaping and reflecting culture" as audiences preferences have shifted to what they want to consume and GQ as supported this change.

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 have announced new series to be on brand channel in 2021-2022, capitalising on the growth of streaming as audiences are now watching content.

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

Audiences can buy something whilst watching a live show of a vogue fashion show.

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

That "audiences want to be participants and not just passive viewers" and that they "want personalised content".

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?

The website has much more of a range of categories and articles on these topics than what the print-version offers.

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

Suggests the wealth the audience and what things interest them. The items are very expensive and mostly designer brands which only the rich can afford. 

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 offers a range of clothing and fashion advice through photography which appeal to both online and print audience as this is what GQ is predominantly known for so will have a fanbase with this interest.

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, the GQ social media content is just a way of building a digital audience as provides them more with information of GQ does and looks more like a photography website as the Instagram only has picture of celebrities with clothing offered.

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?

In my opinion, the GQ online brand successfully communicates with its target audience as it offers audience pleasure with what the target audience would be interest in: fashion, trends, high and low brow arts, pop culture. Digital platforms will eventually replace print magazine as most audience members will eventually move to online platforms as it is easily accessible and it also cheaper for the producers so is more efficient for them.  

The impact of digital media on the print magazines industry

Read this Guardian feature on the struggled of the UK print magazine industry and answer the following questions:

1) What statistics are provided to demonstrate the decline in the print magazines industry between 2010 and 2017? What about the percentage decline from 2000?

The number of readers/subscribers fell from 23.8m to 13.9m, and had a percentage decline of 55% from 2000.

2) What percentage of ad revenue is taken by Google and Facebook?

Around 90% of all new spend.

3) What strategies can magazine publishers use to remain in business in the digital age?

Magazines can specialise in specific genres, aiming to a more niche audience who have a range of interests. Many magazines have a range of advertising from well known brands which appeal to the audience making them buy it.

4) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams?

Magazine companies are selling themselves to be bought by a larger company.  Time Inc in the US has been sold to rival Meredith for $1.8 billion. 

5) Now think of the work you've done on GQ. How is GQ diversifying beyond print? 

GQ have started to upload their magazines to their website, moving with the digital times, uploading videos and post for their social media which target a much more younger audience.

A/A* extension tasks

You can read more about the GQ Heroes event here. What does this suggest about the GQ audience - and how brands are diversifying away from print? 

The audience are affluent people as the ticket prices are £3200 for 1 person and £5000 for 2 people. They enjoy knowing about hard and soft news as many influential people are coming to speak about a range of topics. Brands are changing from print as they want to expand their target audience and diversify their production. 

Find out more about Conde Nast and the people in leadership positions on their website here. 

Read more about GQ in this Gorkana media briefing.