The Gentlewoman: Industry and Audience

 1) Media Magazine feature: Pleasures of The Gentlewoman

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

The cover has very little text which is only the title, subtitle and the name of the person who is in the photograph which is portrait and framed like a picture. The masthead is also in lower case. The differs from the normal conventions used by other magazines.

2) What representations are offered in the Gentlewoman?  

Includes representations of gender performativity and stereotypes and things you would not see in any other women's magazine e.g. a botanist and a Zambian rapper etc. The women chosen are over a range of ages and races from Africa and Asia. 

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

The average age is 38 which is 85% of the readers population. 61% of its readers are 28-46. 47% are in the A and B categories, average income is £87k. 

4) What is The Gentlewoman Club? 

A society of men and women who demand high quality and originality from their agenda of cultural happenings. Where people can get to know other people with similar interests. 

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

Clay Shriky's end-of-audience theory, Henry Jenkins Fandom and Gauntlets idea of consumers use media products to help create our identity. The gentlewomen is able to tailor a super glamorous and ultra-modern reality for its readers. 

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

Offers them a glimpse into the fashion and celebrity and picks a few choice social trends to keep them in the loop.

7) Who are the team behind the magazine?

It is a small team. The creators are Gert Johnson and Jop van Bennekom who have come up with subversive and unconventional publications. 

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

They use their website to advertise their products, giving content such as full articles to read which lure to buy the products. The luxury adverts tells the cost to the reader is not what's really propping the production of the magazine. The cross platfrom social media helps the readers relationship with the brand. 

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

Brands will use the photographers and writers of the gentlewomen to market their own products. The magazine make it seem like a natural feature of the magazine and it 'spills over into real life' by linking with the special events for the club members.

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

It appeals with the audience through the exclusivity, being in the know, enjoying the old medium of magazines in a modern way.

2) The Gentlewoman Media kit

1) How does the Media Kit introduce the magazine?

The first page shows the range of covers they have produced with their many subjects/celebrities. It gives a little history and background information on the magazine and gives review quotes from other newspapers and awarding bodies. It also gives details on to what to except in the topics being covered in their magazines.

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 - gives profiles of women who have been in the past covers.
• Club - offers chats and to get to know other readers and audiences of the gentlewomen
• The magazine itself - the product
• Collaborations - portfolios of the brands partnership
• Shop - magazines subscriptions and collaboration products.

3) What are the audience demographics for The Gentlewoman?

Median age = 32,  22% = 18-27 yrs, 61% =  28-46yrs,  11% =47-55yrs, 6%= 56+

Female readers = 85%, male readers = 15%,  ABC1 = 76% (AB = 47%),  average income = £87,255. 

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

An international society of the magazines readers who "demand quality and originality from there agenda of cultural happenings". This offers tours, talks, get togethers to talk to other members  and special nights to their readers.

5) What Creative Collaborations

This is a way to "communicates unique brands message through the publications distinctive editorial voice. This is a partnership to offer their readers with other offers.

3) D&AD Award Winner feature

1) How is the magazine described?

The magazine is described as celebrating modern women due to their style and offers "intelligent" views on fashion and journalism.

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

It "continues its evolution" with the introduction of new typographical and further strengthen their photography. 

3) How are the readers described?

The readers are described as audiences than consumers. Their readers are from a wide range of ages and ethnicities and described as intelligent with the thirst of cultural entertainment. They are also presented as prestige due to the many opportunities offered to them. 

4) Business of Fashion website feature 

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

The events listed are shopping or styling session. However in this article they are having a tour about architectural tour on London's most famous landmarks and housing estates.

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

As due to it's intelligent take on fashion and culture and so has aimed at smart and tasteful women.

3) How are Gentlewoman Club tickets given out? 

Members are able to sign up for free for the gentlewomen's club and get selected like a slot. Penny Martin hand picks the attendees.  

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

They want to be able to educate their readers as it is a "pleasure" to inspire others.

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

As the producers can engage their audience between the bi-annual issues. It "strikes" their social media that's similar to the "whole 'arch-women's society' atmosphere of the magazine".

5) Website and social media research

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

The website offers many things to see, such as a library of all the past celebrities who appeared on the front cover. It has a shop where the audience can be issues if the magazine, merchandise and other companies fashion products which have appeared in the magazine. 

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? 

The whole magazine can be viewed. It is giving free content away because rather than buying the actual magazines, the readers/audiences would just buy the actual physical print copies.

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

There are many quotes from past cover stars, producers of the magazine and pictures of the celebrities who appeared on the cover. It also shows the products of other collaborations they have done with fashion companies.

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

It showcases various photos of celebrities who have appeared on the front cover, mini articles from the magazine itself and pictures of the tours and range of things e.g. tours, that the gentlewomen can offer.

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

They have a range of models from different ethnicities and gender and showing people who are part of the LGBTQ+ community.

A/A* extension tasks

Read this extensive interview with Penny Martin in the New Zealand Herald. It covers every aspect of the magazine and wider cultural contexts - essential reading if you want that A*. 

If you're interested in design and how the media is becoming increasingly digital then this in-depth Medium feature is great. It's a case study from a designer who converted an issue of The Gentlewoman from print to digital as a design project. Reading this will give you a really in-depth understanding of the construction, design and overall look and feel of your CSP as well as an introduction to website building and graphic design.