Last week, I picked up a copy of GQ (I didn't plan to, but the positioning of the magazine by Waterstones worked on me) with Johnny Depp on the cover. It took out £3.99 from my pocket. The layout was the same as any other magazine from Condé Nast Publications, such as Vanity Fair or Vogue.
Got home, thought would relax and go through the magazine and read some interesting features. After struggling for more than 10 pages of advertisement, I finally found the table of contents, and after another 10 pages of scuffle, I finally found the ‘Editor’s letter’. While flipping through the pages, the IWC (International Watch Company) caught my attention. It was interesting how they, or may be their marketing agency, have come up with the advertisement, which actually looked like an editorial feature. Once I read through, I realised it was an advertisement and not an editorial.
With nearly a million subscriptions, and most of the readers belonging to the same socio-economic group, it is no wonder that GQ is so appealing to the luxury brands for advertisement. This is a magazine where all the luxury brands aiming at the metrosexual man wants a page. The four-page TAGHeuer ad explains the necessity of the brands to advertise in GQ.
The truth is I don’t mind going through all those advertisements and wondering ‘I wish, I could have all of it’. It’s a win-win situation for all of us. The brands are reaching there targeted audience, GQ is getting its revenue and the readers have a bit of enjoyment going through the ads. Due to extravagant brands advertising in the magazine, GQ can afford to sell at a reasonable price to their targeted audience.
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