The Gentlewoman: Audience and Industries

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 only text on the cover of The Gentlewomen is the title and that's it and this is different from traditionally magazines because usually there is a lot of text on a cover.

2) What representations are offered in the Gentlewoman?  

-The Gentlewoman is pleasingly wide ranging. the gentlewoman does a pretty good job of presenting a spectrum of womanhood.

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

-85% of Gentlewomen readers are women with its largest readership bracket of 61% ages 28 to 46. 48% of its readers are are in the A or B categories of the NRS social grading system that the UK press uses to gather demographics.

4) What is The Gentlewoman Club? 

-An ‘international society’ of ‘sophisticated women and men who demand quality and originality from their agenda of cultural happenings’.

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

-We can apply clay shirky's theory about the end of audiences and how audiences are becoming distributors and producers as well,which The Gentlewomen is trying to fight against.

6) Who are the team behind the magazine?

-The creators  are Gert Jonkers and Jop van Bennekom.

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

-The Gentlewoman’s liberal use of cross-platform social media helps deepen readers’ relationship with the brand,while being a largely free resource to the company.

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

-It is a narrative advertising brands using the Gentlewomen's own writers and photographers to market their products to their audience.

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

-The magazine is not aimed toward everyone as it is a niche magazine and the audiences pleasure that would most relate to The Gentlewomen would be personal relationship.

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?

-“A stylish read, unlike any other women’s magazine out there”

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

-There is many sections such as Library, Club, Magazine, Collaborations and Shop and they all offer different opportunities for audiences. 

3) What are the audience demographics for The Gentlewoman?

-Median age .................................... 32 years

22%................................................18–27 years

61% ............................................. 28–46 years

11%................................................ 47–55 years

6%...................................................... 56+ years

Female readers ...................................85%

Male readers ..................................... 15%

ABC1 ................................................. 76%

AB ......................................................47%

Average income .................................£87,255

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

-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-together in substantial numbers, notified of which via the Club’s monthly newsletter and social media platforms.

5) What Creative Collaborations

-Delfina Delettrez: The Cocktail Needle. Supporting collateral included an editorial feature in the A/W ’17 issue of the magazine; specially- designed co-branded packaging; an exclusive launch cocktail

-COS: Glimpses of the Future architectural tours of London and Los Angeles. Supporting media included illustrated map inserts and an editorial feature in the A/W ’17 issue of the magazine; photographic documentation; asset creation and distribution across respective digital platforms.

-Chanel: a fabulous six-page portrait series with Lucia Pica, Chanel’s global creative make-up and colour designer, photographed by Karim Sadli.

-Giorgio Armani: an eight-page portrait series showcasing Giorgio Armani’s New Normal collection featuring the women defining the new, modern Italy. Photographed by Liz Collins.

-Nike: a seasonal running club and animated digital project.

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?

-The Gentlewoman celebrates modern women of style and purpose, offering an intelligent perspective on fashion through ambitious journalism and photography. Speaking to its audience as readers not consumers, the magazine showcases inspirational women through a distinctive combination of glamour, personality and warmth.

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

-The Gentlewoman brings together in its pages modern women of great renown and distinction such as Mhairi Black, Elena Ferrante, Zadie Smith, Sofia Coppola, Erin Brockovich and Nicola Sturgeon. Such women exemplify the editorial character of the magazine. 

3) How are the readers described?

-Confident, intelligent and stylish, our readers are from a broad range of ages and professions. Characterized by their thirst for cultural entertainment, we have an intimate relationship with readers through The Club (28,000 subscribers). 

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?

-A Gentlewoman Club cards night at Savile Club with Browns Fashion, A moment during The Gentlewoman Club's architectural tour in Los Angeles, The Gentlewoman Club's day trip to Dursley Farm with Paul Smith.

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

-An intelligent take on fashion and culture aimed at smart and tasteful women. it is

more concerned with the sartorial fascination with the nuances of dressing than macro fashion trends and repetitive narratives.

3) How are Gentlewoman Club tickets given out? 

-The Gentlewoman Club is free to those who sign up on the magazine’s website and are selected for a slot and are hand picked by Martin.

4) What does the article say about The Gentlewoman's relationship with its audience?

-It is important that audiences feel apart of the magazine.

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

-"I’d love to say I planned it, but it was just sheer luck that the club began to generate online assets that the magazine can use to engage readers between its bi-annual issues."

5) Website and social media research

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

-They promote by having individual sections for each section of the magazine they re trying to advertise such as  Subscriptions, The Gentlewoman T-shirt with Arket and Modern Manners Postcards.

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? 

-All of the magazine is available online to read for free and this is smart because it attracts new audiences to their magazine however it is also not very smart because they are losing on the sales they would be getting if they would have sold it instead.

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

-I can see there are pictures of pages from the magazine, which gives audiences an insight of what wold be included in the magazine.

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

-They post pages of he magazine and this allows audiences to engage with other consumers of the magazine and voice their opinions about it.

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

-There are a few pages of females wearing bright and bold clothes, which may show their fashion sense shouldn't have to be norm to societies expectations.