Magazines: GQ - Audience & Industry

 Audience


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

1) How does the media kit introduction describe GQ?


A progressive magazine for guys that gives them all they need and changes with the times in society and popular culture.


2) What does the media kit suggest about masculinity? 


Masculinity is now evolving and moved into a more central position within pop culture.


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

1.8M Social Media Followers

£1.2K Average spend on beauty

£7.7K Average send on fashion

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

Men of the Year meaning they are of high class/value


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

Because a video series got 45 million more viewers in 2021, it is clear that audiences are shifting to more video and social media platforms. 


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? 


The individual must identify with the GQ brand and be current with the times.


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


GQ wouldn't use someone who was too young or old since they wanted their target audience to be able to relate to the topic. GQ offers their consumers both print and digital content. 

3) What does the article suggest about GQ's advertisers and sponsorships - and what in turn does this tell us 
about the GQ audience? 


Uses high end and luxury brands and portrays rich lifestyles to portray the wealth of its readers.

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

GQ Hype was introduced as the ideal balance. Even though there was only one per week, it still carried prestige because it was still a GQ cover and was created to look like one. 

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

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? 

As the business streamlines its operations, many editors are departing. The owner claims that the goal is to create a stable of publications that promote global localization and digital first thinking in 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? 

25 percent investment due to audience shifting more to digital platforms.

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

Lynch claimed that Conde Nast was no longer a magazine company since fewer people were reading magazines in print and more were interacting with the company's website and other digital platforms via social media.

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

They are shaping and reflecting culture due to audiences shifting their preferences to what they want.


1) How is Condé Nast moving away from traditional print products?

With new shows and popular reopens of some of its most exclusive events, its brands will concentrate on a watchable series and gaining additional viewers.

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? 

Audiences want to get involved and not be passive viewers so content is now more personalised.

1) What similarities do you notice between the website and the print edition of the magazine?

between the 2 magazines they both talk about the issues regrading men and fashion and also promotes the product. 

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 majority of the things are designer brands, which are exceedingly pricey and only accessible to the wealthy. 

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?

Uses content which favour both print and online to satisfy the audience tastes.

4) In your opinion, is GQ's social media content designed to sell the print magazine or build a digital audience? Why?

The GQ social media content, in my opinion, is an expanding a digital audience since it gives users more insight into what the magazine does and preaches.

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 Believe that print publications will eventually be replaced by digital platforms because less people are utilising print and social media usage is rising, as evidenced by the promotion of GQ's Instagram. For the other audience who prefers paper to digital media, I still think there will be a print version available. 

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?

Aims to have a more niche audience with a wide range of interests.

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

Magazine companies are attempting to be sold to larger companies for example Time INC in the USA was sold to Meredith for 1.8 billion dollars.

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.

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