Axed by Phil Barker

Author:Phil Barker
Language: eng
Format: epub
Publisher: Simon & Schuster Australia
Published: 2022-06-02T00:00:00+00:00

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If there’s a great example of a magazine brand that’s weathered the storm of swiftly changing taste and fickle brand allegiance in the men’s market, it’s GQ.

GQ – formerly Gentleman’s Quarterly – is published by Conde Nast in 21 territories around the globe. These days, it’s not even explicitly aimed at men, but at people who share a common mindset.

In the September 2021 issue of American GQ, editor Will Welch announced the ‘worldwide era of GQ’, describing the brand as ‘a campfire around which like-minded people from across the planet gather’. What he means is that the 21 territories are collaborating and sharing content, allowing GQ readers to see the globe through its stylish lens.

‘In an era that will be defined by the glorious borderlessness of the internet, this shift represents a great leap forward for GQ,’ he wrote in the issue’s editorial. ‘Especially because our fashion- music- and art-obsessed audience comprises a continent-crossing network of young people who share a world-view and are all connected via social media. And anyway, the GQ reader has always been broad-minded and voracious.’

The Australian edition of GQ, however, no longer exists in print. The last issue went on sale on 9 November 2020.

However, according to its publisher, the brand has never been healthier. GQ has survived by giving its audience exactly what they want, in the format they want. And if that means the print element of the brand is superfluous to requirements, so be it.

A 14 October 2020 press release from News Corp Australia’s News Prestige Network announced the brand was moving to a ‘digital first’ future, expanding on its website and social, video and events offerings. It will also be launching e-commerce, podcasts and an all-new daily newsletter, and increasing its coverage of technology, gaming and sport.

‘We are refocusing the brand and investing in digital because that’s where GQ Australia’s growth is coming from, and our new offering has been designed to make the brand accessible to more people,’ said Nicholas Gray, managing director, The Australian, New South Wales and Prestige Titles.

‘The male audience is very digitally focused; we can see that with the strong growth of gq.com.au across the year of 55.4 per cent. E-commerce is an exciting area of growth for GQ Australia. Conde Nast recently launched a successful e-commerce ecosystem for GQ, internationally, and we will follow suit in Australia,’ said Edwina McCann, editorial director, News Prestige, Vogue, Vogue Living, GQ. ‘It will also keep its Men of the Year awards and launch other events.’

GQ isn’t just a magazine, it’s a respected international prestige brand. One of the hallmarks of a great brand is that it can be anything. Virgin was once a record label, and now it’s an airline, a bank and shooting itself into space. If you think of a car made by Apple, for example, you can see it in your head right now, such is the power of brand. (Silver, logo on the bonnet, very minimal and techy, right?)

‘It’s a healthy and profitable brand,’ says McCann.

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