Audience

 Audience

The Gentlewoman describes its audience: 

“The Gentlewoman is enjoyed by confident, independent and stylish women and men from a strikingly broad range of age groups. 

“Characterised by their desire for cultural entertainment in their media, readers of The Gentlewoman enjoy the highest quality fashion, social pursuits and creative happenings.”

Media Kit

The best way to learn about The Gentlewoman's audience is via the Media Kit (you'll need your Greenford Google login to open). 

Audience theory: Clay Shirky

Clay Shirky suggests the 20th century media model “with professional producers and amateur consumers” has been replaced by a more chaotic landscape that allows consumers to be producers and distributors. The Gentlewoman is fighting back against this, offering a curated, high-quality mix of writing, fashion and photography. 

Shirky says: “We now publish first, and then filter.  We find the good stuff after the fact.” In contrast to this, The Gentlewoman is trying to offer its readers the ‘good stuff’ without having to filter it first.

Audience pleasures

There are many potential audience pleasures for The Gentlewoman readers. Applying Blumler & Katz’s Uses & Gratifications theory, three in particular would be:

Personal identity: Readers enjoy having their lifestyle and fashion choices endorsed and reflected by the magazine. The magazine promises to feature “women as they actually look, sound and dress.” 

Personal relationships: The Gentlewoman is presented as a club to be part of – literally in the sense of in-person events around the world. 

Surveillance: The Gentlewoman describes itself as “Intelligent, opinionated and entertaining, it has set a new standard in women’s magazines with its high-quality writing”. 

Industries

The Gentlewoman is published by Dutch independent publishers Gert Jonkers and Jop van Bennekom – a huge contrast to GQ and Condé Nast. 

They created The Gentlewoman as a women’s version of their “genre defining gentleman’s style journal” Fantastic Man.

Distribution

Despite being a niche London-based magazine, The Gentlewoman reflects the global nature of the media. The website and social media are major reasons for its international reach. 

Its readers are based:

UK 51%

Europe 23%

USA 18%

Rest of the World 8%

The Gentlewoman Club

The Gentlewoman Club is an international society of the magazine’s readers, which currently has up to 39,000 active members – sophisticated women and men who demand quality and originality from their agenda of cultural happenings. These loyal subscribers attend the Club’s get-togethers in substantial numbers, notified of which via the Club’s monthly newsletter

and social media platforms.

This is an example of diversification – moving beyond a print magazine to offer readers experiences and events to engage with.

Magazines: regulation

The magazines industry is regulated by IPSO, the Independent Press Standards Organisation. This is an independent regulator - effectively meaning the industry is self-regulated by the Editors' Code of Practice. We will look at more on press regulation when we study newspapers. 

The Gentlewoman: Audience and Industries blog tasks

There are five reasonably short tasks for The Gentlewoman - Audience and Industries plus some optional extension work for those aiming for the very top grades. Create a blogpost called 'The Gentlewoman: Audience and Industries' and work through the following:

1) Media Magazine feature: Pleasures of The Gentlewoman

Go to our Media Magazine archive and read the article on The Gentlewoman (MM84 - page 34). Answer the following questions:

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

The Gentlewoman is often noted for its difference in traditional women's magazines by focusing on accomplished women.

2) What representations are offered in the Gentlewoman?  

The Gentlewoman represents diverse women showcasing their achievements and perspectives across different platforms. 

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

Didn't have access 

4) What is The Gentlewoman Club? 

The Gentlewoman Club is an exclusive membership, offering members access to special events and exclusive content.

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

The Gentlewoman's club might suggest applying social theorists who explore identity, such as Judith Butler.

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

they are gaining a sense of belonging, exclusive access to events, and experiences through their relationship with The Gentlewoman magazine.

7) Who are the team behind the magazine?

The team behind The Gentlewoman includes Penny Martin,  photographers, stylists, writers, and designers who.

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

The Gentlewoman uses their website and social media to build a online community that interests the print magazine.

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

The Gentlewoman features creative collabs that push boundaries and inspire trends.

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

the article highlights the magazine's ability to offer a aesthetically pleasing magazine that celebrates intelligent women.

2) The Gentlewoman Media kit

Look through The Gentlewoman's Media Kit and answer the following questions:

1) How does the Media Kit introduce the magazine?

the magazine celebrates women of style and offers a fresh perspective on fashion.

2) On the 'Digital' page, what different sections of the website are there and how do these offer opportunities for audience engagement and interaction? 

The Gentlewoman's website features articles, allowing for comments and potential shopping opportunities to happen.

3) What are the audience demographics for The Gentlewoman?

The Gentlewoman targets a niche audience of stylish, independent women with a high income.

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

The Gentlewoman Club is a membership offered by The Gentlewoman magazine. It provides readers with exclusive access and benefits.

5) What Creative Collaborations

the Gentlewoman pairs writers, photographers, stylists, artists, and even collaborates with brands.

3) D&AD Award Winner feature

Read this short D&AD advertising agency award feature on The Gentlewoman. Answer the following questions:

1) How is the magazine described?

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

The D&AD award recognises The Gentlewoman's content and artistic design on fashion.

3) How are the readers described?

The D&AD feature describes readers as sophisticated women who appreciate content and unique fashion.

4) Business of Fashion website feature 

Read this Business of Fashion feature on The Gentlewoman - the magazine that is also a club. If you don't want to sign up to the website (free) then you can access the text of the article on Google Drive here (you'll need your Greenford Google login). Answer the following questions: 

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

The Gentlewoman Club offers exclusive events, workshops, or talks.

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

The D&AD award suggests The Gentlewoman offers a alternative to mainstream fashion.

3) How are Gentlewoman Club tickets given out? 

Through Email

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

Club events have a sense of community and exclusivity, allowing digital members to engage.

5) Website and social media research

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

The Gentlewoman's website promotes the magazine with  glimpses into Club benefits, and opportunities.

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 Gentlewoman's website uses a mix of content glimpses and member-exclusive content to allow print sales or selling premium memberships.

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

Features snippets of the magazine articles and Club event highlights.

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

The Gentlewoman's Instagram uses glimpses of magazine articles and community shows to engage with the magazine.

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

Based on The Gentlewoman's focus on independent women and on fashion, their Instagram showcases a range of styles.