Magazines: GQ - Audience & Industry

 GQ - Audience & Industries 

Audience

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

1) How does the media kit introduction describe GQ?

It portrays GQ as exploring the powerful and progressive new forces shaping culture, society and commerce in Britain. Building on a 33-year legacy of print excellence across journalism, photography and design, British GQ is today also a digital, social, video and experiential powerhouse – a community where people gather to be inspired and exchange ideas around style, creativity and culture.

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.

7.3M TOTAL REACH - This shows that GQ reaches millions of people across different platforms. It suggests the brand is popular and has a large audience.

212K READERSHIP - This shows that a lot of people still read the print magazine. It suggests there is still an audience that enjoys reading physical magazines.

1.8M SOCIAL FOLLOWERS - This shows that GQ has a strong social media presence. It suggests its audience likes keeping up with fashion, celebrities and lifestyle content online.

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

GQ runs special editions like GQ Heroes, GQ Hype and Men of the Year. These suggest that the GQ audience is interested in more than just fashion, and also cares about culture, celebrities and big events. For example, GQ Heroes brings together speakers and creative people, while Men of the Year focuses on major celebrity moments. This suggests the audience wants exclusive content and access to well-known figures, not just the print magazine.

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

The video and social series section suggests that magazine audiences are now more interested in digital and video content than just print. GQ’s audience is engaging with interviews and series across social media, which shows people prefer short, visual content that is easy to access. It also suggests audiences now expect media brands to be active across different platforms, not just in magazines.

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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? 

When choosing a cover star, GQ considers several factors. The person must be relevant at the right moment in their career or life, rather than simply being famous. Usually, they need a "hook", such as a film, TV show, album, or major event they are promoting. Editors also look at whether the person has an interesting story or issue that audiences care about, as this can increase sales. Timing is particularly important, with major career moments, controversies, or the end of successful projects often making celebrities more appealing cover stars. Finally, the cover concept and photoshoot must be carefully negotiated with the celebrity and their representatives to ensure the image is both engaging and fits the magazine's brand.

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

GQ is made to appeal to its target audience by including content that matches their interests and lifestyle. The magazine covers a range of topics like fashion, entertainment, sport, politics and culture, giving readers a mix of serious and more entertaining articles. It also uses high-quality photos and a premium layout, which makes it look stylish and luxurious. GQ chooses celebrities and stories that its audience will find interesting and relevant. Overall, the magazine is aimed at modern men, helping them stay up to date with fashion, current events and popular culture while also being entertaining.

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 wants brands that want to promote themselves in the sphere of male, high-end, luxury lifestyle. So, everything from top-tier tailoring to the latest sports cars. These brands are often heritage brands. Sponsors tend to be a little more fluid. These will often be the brands who, for instance, sponsor individual categories at the Men of the Year awards. This shows GQ aspires for a middle-class mostly male target audience. 

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

GQ Hype is a weekly feature that focuses on people who are currently influencing culture, such as actors, musicians, athletes and designers, basically people who are “peaking now”. It includes in-depth profiles that are shared across GQ’s website, social media and other digital platforms. It shows the impact of digital media on print because it is not just tied to the monthly magazine anymore, but is instead updated regularly and spread across different platforms to reach a wider audience. This reflects how GQ is moving towards digital-first content rather than relying only on print.

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

"Extra revenue streams are vital to the magazine business these days – it’s almost impossible to survive without them."

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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, Maxim, Front and Arena closed down or, in the case of Loaded, went online only after circulation falls. Jones has distanced himself from the “lads’ mag” boom of the 1990s, saying it “denigrated our culture”, but he continued to argue that a successful magazine needs “a libido, whether you are French Vogue or Vanity Fair”. He also survived criticism in 2008 for his book Cameron on Cameron.

3) What changes have been taking place at Condé Nast in recent years and why? 
In recent years, Condé Nast has been making a lot of changes by bringing its global teams together and becoming more digital-first. It has also been reducing the number of editors and changing job roles as it streamlines operations. The company says it wants to be globally local, meaning it can create content that works for audiences around the world while still being relevant in different countries. These changes have happened because more people now consume media online instead of buying print magazines, so Condé Nast is adapting to stay successful in a digital age.

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

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

The article suggests that Condé Nast is focusing more on digital content instead of just print magazines. It has brought its global teams together and is investing more in videos, websites and online subscriptions so it can reach a bigger audience and keep up with how people consume media today. 

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

Roger Lynch says Condé Nast is no longer a magazine company because most people now interact with its websites and social media instead of only reading the print magazines. He believes the company has changed into a digital media brand to match what modern audiences want. 

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

Adam Baidawi says that Condé Nast is in the business of shaping and reflecting culture, so it has to change as culture changes. He believes GQ can't just focus on print anymore and needs to create content across different platforms to stay relevant and connect with people around the world. He also says print is still important, but it's only one part of what GQ does now.

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 moving away from only making print magazines by creating more digital content, especially videos and streaming programmes. It is focusing on online platforms and live events to reach more people, especially younger audiences who don't usually read magazines. 

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

The article mentions Vogue's expansion into wellness content, GQ Sports' Super Bowl coverage, and Vanity Fair's expansion into audio. It also talks about live-streaming events like the Met Gala and the Oscars Party, as well as introducing Condé Nast Shoppable, which lets viewers buy products while watching videos. 

3) What does the end of the article suggest modern media audiences want? 
The end of the article suggests that modern audiences want content that is interactive and personalised. Instead of just watching, they want to be involved, such as shopping while watching videos or seeing content that matches their interests. This shows that people now expect media to be more engaging and made for them.
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GQ website, video and social media content 

Visit the GQ website, Instagram and YouTube channel. 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 GQ website and the print magazine focus on style, grooming, culture, celebrities, and lifestyle. They use high-quality photography, feature interviews with famous people, and present fashion and luxury products in a sophisticated way. The visual style is consistent across both platforms: clean layouts, strong branding, and an emphasis on aspirational living.

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 shows that GQ is aimed at men who are interested in fashion, grooming, culture and entertainment. It also includes things like watches and wellness, which suggests the audience likes luxury products and wants to keep up with trends. This shows GQ is made for modern men who care about their appearance and lifestyle.

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?
GQ's Instagram makes the brand look stylish, modern and luxurious. It posts celebrities, fashion, videos and new trends, which keeps people interested. I think it appeals to the same audience as the print magazine because they both focus on fashion, lifestyle and popular culture, but Instagram also attracts younger people because it's quicker and more interactive.

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 made to build a digital audience. It posts lots of free content to get people to follow the page and visit the website. Even though it sometimes promotes the magazine, I think its main goal is to reach more people online.

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?

I think GQ has been successful online because it posts regularly and covers topics that its audience is interested in, like fashion, celebrities and lifestyle. It communicates well with its target audience by keeping its content modern and up to date. I don't think digital platforms will completely replace the print magazine because some people still like buying physical magazines, but I think more people will use the website and social media because they're easier to access.

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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? 

This suggests that the GQ audience is not just interested in the print magazine, but also in experiences and events connected to the brand. GQ Heroes shows that the audience is interested in culture, celebrities and industry discussions, as well as having access to exclusive events. It also shows that GQ is diversifying away from print by expanding into live events, digital content and video. Instead of only relying on magazine sales, the brand is building different platforms to reach its audience in more ways. This helps GQ stay relevant because people now consume media across different platforms rather than just print.

Read this Guardian feature on the struggles of the UK print magazine industry to find out how Google and Facebook took advertising revenue from print products and how magazines are responding.

The article explains that Google and Facebook have taken a lot of advertising money away from print magazines because advertisers now spend more on digital ads instead of traditional print. This has made it harder for magazines to survive because advertising used to be their main source of income. As print circulation has dropped, advertising revenue has fallen too, which has led to closures of magazines and smaller print runs. In response, magazines have had to change their strategy. Many are focusing more on digital platforms like websites, social media and video content so they can still reach audiences online. Some are also trying to make print more “premium” and high quality, so it becomes more of a luxury product rather than something people buy regularly.

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

Condé Nast is led by Roger Lynch, the CEO, who focuses on making the company more digital-first and profitable. Anna Wintour is the Chief Content Officer and Global Editorial Director of Vogue, and she helps oversee the creative direction of Condé Nast’s brands worldwide. There are also other senior leaders in charge of areas like finance, technology and revenue, showing that Condé Nast is run like a global business as well as a media company.

Read more about GQ in this Gorkana media briefing.

The article says GQ is a major global brand with a strong print and digital presence. It has a large readership and over a million social media followers, showing that its audience is mainly online now. It also highlights how GQ has expanded beyond print into digital content and events to stay relevant.