Magazine GQ - Audience and Industry

Audience

To explore the Audience context for GQ we need to explore who reads GQ and what audience pleasures might be linked to the brand.

GQ: numbers

GQ (UK edition) had a circulation of around 85,000 in January 2022 (a slight decline on the 89,000 in 2021) which included 33,000 free copies (e.g. provided to airport lounges/Eurostar). GQ’s total readership is around 200,000 meaning each copy is read on average by 2 or 3 people. 

Definitions: Circulation is the actual number of copies printed and distributed. Readership is an estimate of how many people read the magazine in total (also known as readers-per-copy). For GQ, copies in an airport lounge may be read by many different people.

Circulation figures are provided by the Audit Bureau of Circulations (ABC) and readership estimates by the National Readership Survey (NRS).

Demographics and psychographics

GQ has a largely middle class readership:

ABC1: 61%

With an average household income of £138k, GQ attracts wealthy readers with money to spend. This encourages top-end brands to advertise with the magazine.

The GQ Media Pack focuses on products that reflect a certain lifestyle such as fashion, watches, grooming and cars. This would suggest targeting the Aspirer and Succeeder psychographic groups.

Audience pleasures

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

Personal identity: Readers enjoy having their lifestyle reflected and endorsed through reading the magazine.

Surveillance: GQ focuses on offering a range of content to help their readers be informed about the world – particularly in terms of politics, fashion and culture.

Industries

To explore the Industries context for GQ we need to study publisher Conde Nast and look at the impact of digital media on the print magazine industry. 

This means interrogating why the internet has had such a devastating effect on certain print brands and why some other magazines are continuing to survive in the digital age. We also need to spend some time on the GQ website and study social media and video content to see how the brand is expanding beyond print.

GQ publisher: Conde Nast

Condé Nast was founded in 1909 in New York. It describes itself: 

“Condé Nast is one of the world's most renowned media companies creating and distributing every type of media today — print, video and film, digital, audio and social – widening our influence through technological innovation and by fully leveraging the global infrastructure we've built for over a century.”

 

Its revenue was just under $2billion in 2021 but in previous years had been losing $100m a year.

Condé Nast is owned by Advance Publications which makes it a case study in conglomerate ownership. Advance Publications is also a major shareholder in website Reddit and Warner Bros. Discovery.

The impact of digital media on the magazine industry

Suggestions for SWOT analysis of the impact of digital media on magazines:

• Strengths: Magazine brands are well established to diversify online, audiences already know and like them.
• Weaknesses: Print publishers do not have the expertise or knowledge of digital – it is a very different medium.
• Opportunities: Magazines can find new audiences online.
• Threats: Audiences will stop buying paper products and expect everything online for free. 

Ultimately, it is this threat that has had the most devastating impact on the industry: 

• Print sales fell by 42% from 23.8m to 13.9m between 2010 and 2017. 
• Back in 2000, sales were over 30m – signalling a 55% decline in just 17 years.
• Advertising in consumer magazines fell from £512m in 2010 to £250m in 2017. 
• Google and Facebook now dominate online advertising (they account for 65% of the UK digital ad market).

As a result of these changes, many magazines have closed.

GQ and diversification

The decline in print media has meant traditional print publishers like Condé Nast have had to diversify on to digital platforms and live experiences.

This means social media and video and streaming content is crucial to the GQ brand alongside the GQ Heroes summit held in Oxfordshire each summer. It is described:

“GQ Heroes is a premier event for top-tier business and creative minds, bringing together some of the world's most influential figures to discuss the evolving nature of industry and creativity in a world that's changing by the second.”

 

GQ - Audience & Industries blog tasks

Audience

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

1) How does the media kit introduction describe GQ?

The GQ Media Kit describes GQ as a leading men's fashion and lifestyle magazine, it highlights the magazine's influence on culture, fashion, and trends.

2) What does the media kit suggest about masculinity? 

The GQ Media Kit suggests that masculinity is evolving and  embraces both traditional and modern views. It promotes a confident, and stylish image of men.

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

Median Age: 38 - This suggests GQ's audience is primarily middle aged.

Average Household Income: $91,000 - GQ readers tend to be well off.

82% Male Readership - The magazine predominantly is read by men, focusing on male interests and issues.

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 the Men of the Year issue, Style Bible, and Best-Dressed List. These suggest the GQ audience values fashion and trends in their lifestyle.

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 increasingly using digital and interactive content. Means that they're consuming media through online platforms and social media rather than traditional print.

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? 

Choosing a cover star for GQ involves considering their influence, and appeal to the magazine's audience.

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

GQ is constructed with fashion, lifestyle and culture a, it shows its target audience sophisticated, stylish, and relevant information.

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

The article suggests that GQ's advertisers include good quality fashion and luxury goods. This indicates that the GQ audience can afford luxury and exclusivity.

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

GQ Hype is GQ's digital-first weekly edition that reflects the impact of digital media by showing the need for engagement beyond traditional print.

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

The article mentions additional revenue streams for print magazines like GQ, such as digital subscriptions and events. These streams help differ income beyond traditional print.

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? 

Declined in popularity and eventually stopped being released.

3) What changes have been taking place at Condé Nast in recent years and why? 

Condé Nast has been making changes to adapt to how people now use media, like focusing more on digital.

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

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

Condé Nast has been shifting its focus towards digital media and its brands to stay relevant.

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

Chief executive Roger Lynch describes Condé Nast as a company with famous brands that are changing to meet what people want now.

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

Adam Baidawi talks about how Condé Nast and GQ influence modern culture through their content and trends they promote.

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 traditional print products by focusing more on digital platforms and content.

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

Condé Nast produces video content like Vogue's "73 Questions," and GQ's celebrity interviews.

3) What does the end of the article suggest modern media audiences want? 

The end of the article suggests that modern media  want diverse and engaging digital content that is relevant.

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?

They feature similar high-quality fashion and lifestyle content, celebrity interviews, and articles.

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 top menu of the GQ website suggests that its audience values fashion, grooming, culture, and a diverse lifestyle.

3) Is this appealing to a similar audience to the print version of the magazine?

Yes, the content on the GQ website appeal to the same audience as the print version of the magazine, focusing on style, culture, grooming, and lifestyle.

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

GQ's social media content is designed to build a following by engaging their audience with shareable content that is similar with their media consumption.

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?

GQ has succeeded online by engaging its target audience with diverse and relevant content. While digital platforms are more used, print magazines still hold value, like a collectors item.

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?

Magazine circulation in the UK fell by 44% from 2010 to 2017, with some places experiencing over 70% declines since 2000.

2) What percentage of ad revenue is taken by Google and Facebook?

Google and Facebook collectively take a large share of digital revenue, at around 80%.

3) What strategies can magazine publishers use to remain in business in the digital age?

Magazine publishers can stay in business by diversifying income through digital subscriptions and creating niche content.

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

Magazines are exploring new revenue streams like digital subscriptions, events, branded content, and partnerships.

5) Now think of the work you've done on GQ. How is GQ diversifying beyond print?

• Digital Content

• Social Media

• Digital Subscriptions

• Branded Content

• Events