Fashion Media

While fashion publications are dedicated to providing readers with interesting information and exciting new content they are ultimately in existence to generate revenue and make profits, and GQ (Gentlemen's Quarterly) is no exception to this phenomenon. Wayne Gross, Fashion Editor and stylist of GQ Australia commented on some of the ins and outs of the publication business and attributing factors that influence the magazine.

Context: GQ is a men’s lifestyle magazine, which offers their readers insight into Style, Luxury, Life & Girls, presenting an almost fantasy like escapism presented by Hollywood talents set in nostalgic backdrops and by appropriating elements of style and popular culture icons such as David bowie and James Dean. While designed to appeal to male adults, generally businessmen, who have some sort of interest in style, the magazine has cross over appeal between readers as it presents an image of masculinity that men want to be and women want to be with.

Gross touched on parallels between GQ’s media coverage, publicity events and reader engagement and the importance of releasing publications synonymously with highly broadcasted social events. A prime example of this is GQ’s annual Man of the Year award ceremony and corresponding publication, which are both treated as major marketing projects for GQ, producing high exposure and ‘brand’ awareness. The intense media coverage of the event generates excitement and anticipation for the publication, which naturally leads to an increase in readerships.

Another way in which GQ exploits media coverage to their advantage is through Hollywood talents with highly anticipated film releases illustrated by Leonardo DiCaprio’s June/July Cover coinciding with the release of the Great Gatsy. 

Another integral element of the publication business within today’s highly competitive market is financial backing and support from leading international brands through advertising. There is a fine line between managing brand commitments and upholding creative integrity, and finding this balance is vital for the survival of any publication. This notion is examined by Sean Nixon (1993) who delves into an in-depth analysis of the complex nexus, which exists between publishers and advertising. An example of disparity between brand expectations and magazine intent, which Gross offered, can be seen in the International design section of GQ. Instead of displaying editorial spreads with one major label per page GQ’s decision to focus on seasonal looks, displaying multiple models from differing major labels on the same page of one particular issue generated backlash from brand supporters. This leaves us with the question of whether it is justifiable for magazines to present particular trends and brands over others in order to satisfy brand expectations. Publications need financial backing from advertisers and advertisers need exposure, although is it ok for this relationship to affect the content and ideals presented within a publication?

Sources

Wayne Gross, Guest Lecture at UTS

Sean Nixon (1993): Looking for the Holy Grail: Publishing and advertising strategies and contemporary men’s magazines, Cultural Studies, 7:3, 466-492.