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 gentle women love the world modern making there magazine revolve around this ides. Whereas the traditional women's magazine have oozed glossy glamour titles and the layout, the colours, the

photograph and the typefaces are bright are noticeable.

2) What representations are offered in the Gentlewoman?  

It presents a spectrum of womanhood pleasing a wide range of viewers whilst playing with ideas of gender performativity and stereotypes,

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? 

Gentlewomen is trying to create a bilateral relationship with its readers by creating an international society of sophisticated women and men who demand quality and originality from their agenda of cultural happenings. Its a way of deepening brand loyalty among readers.

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

It suggest we can apply using end-of-audience theories by the likes of Clay Shirkey, fandom theories by Henry Jenkins, and David Gauntlett’s ideas about how we, as media consumers, use media products to help create our identity.

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

By creating the club and forming relationships with loyal readers, Gentlewomen is tailoring and constructing a super glamorous and ultra-modern ‘reality’ for its readers a sort of simulation.

7) Who are the team behind the magazine?

The team being the magazine are small but very influential. There are the creators Gert Jonkers and Jop van Bennekom.

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

They use their website to advertise products by only giving away small details that leave readers enjoying the full article.

9) 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.

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

It hints towards personal identity where the magazine feels feel modern and relevant to the target audience. It also writes how the Gentlewomen is not for everyone this gives a cultural appeal which could be personal relationship with viewers.

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 kit introduces the magazine through the quote “A stylish read, unlike any other women’s magazine out there” and a bunch of pictures from their magazines.

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 are 5 different sections: library, club, magazine, collaboration and shop. For the club section its interactive where they include The Calling: a questionnaire for creative visionaries exploring their life’s

work; subjects have included fashion designer Jil Sander, Paola Antonelli of MoMA and fabulous popstar Alison Goldfrapp. The Reader: lively and chatty Q&A conversations with Club members.

3) What are the audience demographics for The Gentlewoman?

The demographics are: 

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%

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

The club is a international society for the magazine with a current of 39,000 active members. 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.

5) What Creative Collaborations

Past collaborations have include:

-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 magazine is seen to celebrate modern women of style and purpose, offering an intelligent perspective on fashion through ambitious journalism and photography.

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

The pages brings together modern women of great renown and distinction. The design continues its evolution with the introduction of new typographical and layout elements, along with the magazine’s ongoing commitment to enhancing its photography by working with the leading names in the field.

3) How are the readers described?

Readers are described as confident, stylish and intelligent from a range of ages and professions.

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 Durslade Farm with Paul Smith.

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

As intelligence is taking over fashion and culture.

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? 

The Gentlewomen noticed that when they started increasing activities it was not just who, but how people were attending, they arrived alone, with the expectation of meeting other people, so the atmosphere was really friendly and people stayed.

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

They felt that it would be a pity were they to feel that what started as something very genuine were to turn into something very commercial so we try to balance the more ambitious, supported projects with the modest ones. The club 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 through having individual sections of their magazine, Library of profiles, their club information, their shop and even collaborations.

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 their magazine content is free. It is seen as a smart technique to build up loyal fans who read their newer editions so that they join the club. People no longer read print copies as technology has evolved leaving everything online. In public places like airports or hairdressers you would find these print copies which are read by a lot of people. They may be losing money with free content however its a smart marketing way to show collaborations.

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

There are pictures from the club special events such as a performance. There are also photos from their magazine and even their own Gentlewomen shop in London being advertised to get t-shirts.

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

Theres photoshoot photos and a link to their magazine in their bio. Their page also features quotes letting people comment their own opinions. 

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

The page features a lot of women, there are no men visible at this point. However there is a variety of women when it comes to age but a small variety when is come to race which is limited.