GQ: Audience & Industries
GQ - Audience & Industries blog tasks
2) What does the media kit suggest about masculinity?
It suggests that 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.
1.8M social followers - Shows they use a lot of social media to promote
4) Look at page 3 - brand highlights. What special editions do GQ run and what do these suggest about the GQ audience?
-They have a GQ Heroes event it is a festival of ideas that brings together gamechangers, creative radicals, deep thinkers and cultural icons for three days of panels and live performances.
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?
The GQ editor for 22 years was Dylan Jones.
2) What happened to the 'lads' mag' boom magazines such as Nuts, Maxim and Loaded?
Jones said that the 'lads' mag' had "denigrated our culture".
3) What changes have been taking place at Condé Nast in recent years and why?
Condé Nast's aim is a stable of magazines that stay “digital-first and globally local with everything we do”. They do this so that they are moving with time and the evolution of technology that has moved everything online.
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 a lot of the main images and cover lines which is similar to the print magazine.
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 items could possible suggest that GQ has a very diverse audience who have different interests.
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 seems to be more appealing to a younger audience which is different to its intentional audience when it comes to the print. GQ may be trying to become more digital in order to appeal to a wider audience.
4) In your opinion, is GQ's social media content designed to sell the print magazine or build a digital audience? Why?
I think that GQ's social media content is only designed to gain and build a digital audience as they mainly focus on posting pictures of their celebrities on their social media instead of promoting their print magazines.
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 would say that GQ does successfully communicate with its target audience as it provides them with content that they would be interested in such as fashion, information, pop culture, any recommendations GQ has, grooming and fitness.
Audience
Look through the GQ Media Kit and answer the following questions:
1) How does the media kit introduction describe GQ?
GQ is describes as forward-looking, progressive and cutting-edge.
Look through the GQ Media Kit and answer the following questions:
1) How does the media kit introduction describe GQ?
GQ is describes as forward-looking, progressive and cutting-edge.
2) What does the media kit suggest about masculinity?
It suggests that 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.
1.8M social followers - Shows they use a lot of social media to promote
7.7K average annual spend on fashion
138K average HHI
4) Look at page 3 - brand highlights. What special editions do GQ run and what do these suggest about the GQ audience?
-They have a GQ Heroes event it is a festival of ideas that brings together gamechangers, creative radicals, deep thinkers and cultural icons for three days of panels and live performances.
-They also have GQ Hype which spotlights the stars who are moving culture forward: The actors, musicians, athletes, designers and innovators who are changing the way we think, live and experience.
-Men of the Year creates a truly global moment around the world.
5) Still on page 3, what does the video and social series section suggest about how magazine audiences are changing?
The magazines target audience are growing away from traditional masculinity to a higher range of viewers. The amount of views can show how people support GQ and its idea of 'new masculinity'. The change in technology is shown how social platforms are used to present videos so that people everywhere are able to view it and give their opinions.
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?
In the UK, getting the cover right is paramount – at GQ especially, most sales of the magazine are retail rather than subscription, so the cover has a huge impact on sales. The mistake, though, is to simply try to get the most famous person for any given month who has a ‘hook’ and hence the reason they would do the cover in the first place – but the reality is this often doesn’t work. It needs to be the right person at the right time – that always matters more than fame.
The magazines target audience are growing away from traditional masculinity to a higher range of viewers. The amount of views can show how people support GQ and its idea of 'new masculinity'. The change in technology is shown how social platforms are used to present videos so that people everywhere are able to view it and give their opinions.
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?
In the UK, getting the cover right is paramount – at GQ especially, most sales of the magazine are retail rather than subscription, so the cover has a huge impact on sales. The mistake, though, is to simply try to get the most famous person for any given month who has a ‘hook’ and hence the reason they would do the cover in the first place – but the reality is this often doesn’t work. It needs to be the right person at the right time – that always matters more than fame.
2) How is the magazine constructed to serve the target audience?
GQ is a men's style magazine and so GQ is always in service to that in both print and online. GQ wouldn’t consider itself just this – at its best, it’s also a brilliant forum for excellent profile writing
and world-class photography and design, along with award-winning longform feature writing and sharp culture writing.
3) What does the article suggest about GQ's advertisers and sponsorships - and what in turn does this tell us about the GQ audience?
In terms of advertisers, is 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. 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, or partner with GQ’s live talks event, GQ Heroes.
GQ is a men's style magazine and so GQ is always in service to that in both print and online. GQ wouldn’t consider itself just this – at its best, it’s also a brilliant forum for excellent profile writing
and world-class photography and design, along with award-winning longform feature writing and sharp culture writing.
3) What does the article suggest about GQ's advertisers and sponsorships - and what in turn does this tell us about the GQ audience?
In terms of advertisers, is 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. 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, or partner with GQ’s live talks event, GQ Heroes.
4) What is GQ Hype - and how does it reflect the impact of digital media on traditional print media?
GQ hype is a weekly, online only cover. By having it online it makes it accessible to a larger number of people which could possible mean less people will bother in buying print magazines.
5) Finally, what does the article say about additional revenue streams for print magazines like GQ?
GQ hype is a weekly, online only cover. By having it online it makes it accessible to a larger number of people which could possible mean less people will bother in buying print magazines.
5) Finally, what does the article say about additional revenue streams for print magazines like GQ?
It is suggested that extra revenue streams are vital to the magazine business these days and that it's almost impossible to survive without them.
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?
The GQ editor for 22 years was Dylan Jones.
2) What happened to the 'lads' mag' boom magazines such as Nuts, Maxim and Loaded?
Jones said that the 'lads' mag' had "denigrated our culture".
3) What changes have been taking place at Condé Nast in recent years and why?
Read this Press Gazette article on Conde Nast. Answer the following questions:
1) What does the article suggest about Condé Nast's recent strategy?
It writes how it merged the global editorial teams at several of its international magazine brands including GQ, Wired, Vogue and Conde Nast Traveller under a new digital-first strategy designed to produce less duplication of content.
2) How does chief executive Roger Lynch describe Condé Nast and why?
He said that Conde Nast was 'no longer a magazine company'
3) What does Adam Baidawi say about Condé Nast, GQ and culture?
Baidawi told Press Gazette: “Conde Nast, as much as anything else, is in the business of shaping and reflecting culture. Culture moves, and we have to move with it. “If you take GQ, for instance, I don’t think we were in a position to shape and reflect culture with 21 siloed businesses around the world centred around print products.”
1) What does the article suggest about Condé Nast's recent strategy?
It writes how it merged the global editorial teams at several of its international magazine brands including GQ, Wired, Vogue and Conde Nast Traveller under a new digital-first strategy designed to produce less duplication of content.
2) How does chief executive Roger Lynch describe Condé Nast and why?
He said that Conde Nast was 'no longer a magazine company'
3) What does Adam Baidawi say about Condé Nast, GQ and culture?
Baidawi told Press Gazette: “Conde Nast, as much as anything else, is in the business of shaping and reflecting culture. Culture moves, and we have to move with it. “If you take GQ, for instance, I don’t think we were in a position to shape and reflect culture with 21 siloed businesses around the world centred around print products.”
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?
It is moving away from traditional print through the annual NewFront presentation which took place online as well as the company launching Condé Nast Shoppable, a new video capability that provides buyable opportunities for viewers in real time.
2) What examples are provided of Condé Nast's video and streaming content?
The company’s global video network currently drives an average of one billion monthly views, with an average of over 18 minutes spent per viewer each month. According to Nielsen Media Impact data, Condé Nast has delivered 10.3 million unique incremental individuals who were not reached by broadcast or cable, up six per cent year over year.
3) What does the end of the article suggest modern media audiences want?
“Audiences want to be participants, not just passive viewers – and of course, they want content 100 per cent personalised for them,”
1) How is Condé Nast moving away from traditional print products?
It is moving away from traditional print through the annual NewFront presentation which took place online as well as the company launching Condé Nast Shoppable, a new video capability that provides buyable opportunities for viewers in real time.
2) What examples are provided of Condé Nast's video and streaming content?
The company’s global video network currently drives an average of one billion monthly views, with an average of over 18 minutes spent per viewer each month. According to Nielsen Media Impact data, Condé Nast has delivered 10.3 million unique incremental individuals who were not reached by broadcast or cable, up six per cent year over year.
3) What does the end of the article suggest modern media audiences want?
“Audiences want to be participants, not just passive viewers – and of course, they want content 100 per cent personalised for them,”
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 a lot of the main images and cover lines which is similar to the print magazine.
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 items could possible suggest that GQ has a very diverse audience who have different interests.
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 seems to be more appealing to a younger audience which is different to its intentional audience when it comes to the print. GQ may be trying to become more digital in order to appeal to a wider audience.
4) In your opinion, is GQ's social media content designed to sell the print magazine or build a digital audience? Why?
I think that GQ's social media content is only designed to gain and build a digital audience as they mainly focus on posting pictures of their celebrities on their social media instead of promoting their print magazines.
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 would say that GQ does successfully communicate with its target audience as it provides them with content that they would be interested in such as fashion, information, pop culture, any recommendations GQ has, grooming and fitness.
The impact of digital media on the print magazines industry
Read this Guardian feature on the struggles 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 stats provided are that between 2010 and 2017 there was a fall by 42% from 23.8m to 13.9m. In 200 there was a percentage decline of 55% from 30.8m.
2) What percentage of ad revenue is taken by Google and Facebook?
Google and Facebook account for 65% of the $6.5bn (£4.7bn) UK digital display ad market.
3) What strategies can magazine publishers use to remain in business in the digital age?
Specialist magazines, catering for more niche audiences with interests ranging from shooting to model railways and ponies, are likely to always have a print fanbase.
4) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams?
Mounting pressure on the traditional print magazine business, which still drives most revenues, is forcing consolidation as publishers seek scale to survive.
5) Now think of the work you've done on GQ. How is GQ diversifying beyond print?
Read this Guardian feature on the struggles 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 stats provided are that between 2010 and 2017 there was a fall by 42% from 23.8m to 13.9m. In 200 there was a percentage decline of 55% from 30.8m.
2) What percentage of ad revenue is taken by Google and Facebook?
Google and Facebook account for 65% of the $6.5bn (£4.7bn) UK digital display ad market.
3) What strategies can magazine publishers use to remain in business in the digital age?
Specialist magazines, catering for more niche audiences with interests ranging from shooting to model railways and ponies, are likely to always have a print fanbase.
4) What examples from the Guardian article are provided to demonstrate how magazines are finding new revenue streams?
Mounting pressure on the traditional print magazine business, which still drives most revenues, is forcing consolidation as publishers seek scale to survive.
5) Now think of the work you've done on GQ. How is GQ diversifying beyond print?
GQ is diversifying beyond print as they are focusing a lot on the digital side of things. They have created social media platforms in order to gain an audience online as well as with their print.
Comments
Post a Comment