As my previous blog mentioned how magazines are trying to find new ways to make money in the online market, GQ has introduced a new way to tap into company's digital advertising budget. This time, rather than using its in-house resource, GQ finds a new way to capitalised from its "Elite Readers"
For $100,000, marketeers can gain access to 57 "elite" GQ readers who will help promote their brands across print and digital media. These so called "elite" GQ readers are selected by GQ itself as top quality readers who are very influential in the men's style world. The GQ57 includes Blake Scott, a style blooger with more than 100k followers on Instagram; Tyler Stewart, from the popular Tumblr "I Wear Cool Socks"l and Sabir M. Peele, founder and creative director of Men's Style Pro blog.
These GQ57 readers will campaigns the brand through thier own social media feeds. The content are custom for their own wesite and for GQ, they will also appear in custom advertising campaign in certain GQ issues. Of course, the ad and campaigns are feature on both print and digital platform.
$100,000 seems to be a reasonable budget once you consider that the influential bloggers these days are making millions annually just to blog about some brands. Here you can associate your brand to GQ and selective list of influencers whom you can disguise target audience by study their online followers. Hence, it could be a marketing strategy with a good impact both on wide scale audience and prospect customers.
As for GQ, like most magazines, the bulk of ad revenue still comes from print, digital is now 15% of ad revenue. However, spending on print ads in magazines expected to decline 4% to $12.8 bn this year and further fall to $9.3bn by 2018. On the other hand, digital ad revenue is forecasted to increase 22.4% to $3.9bn this year and reach $7.6bn by 2018. So GQ is on the right track to capture this wave. While print ad pages declined 5% through August issue, GQ.com also has an increase of 17% visitors from last year, with nearly 3.5 million users across desktop and mobile just in June alone.
The catch here is those GQ57 elite readers are said by GQ to be "best consumers and most passionate audience", and the are paid. They only receive samples from advertisers and GQ-branded gifts. Smart move from a stylish magazine.
For $100,000, marketeers can gain access to 57 "elite" GQ readers who will help promote their brands across print and digital media. These so called "elite" GQ readers are selected by GQ itself as top quality readers who are very influential in the men's style world. The GQ57 includes Blake Scott, a style blooger with more than 100k followers on Instagram; Tyler Stewart, from the popular Tumblr "I Wear Cool Socks"l and Sabir M. Peele, founder and creative director of Men's Style Pro blog.
These GQ57 readers will campaigns the brand through thier own social media feeds. The content are custom for their own wesite and for GQ, they will also appear in custom advertising campaign in certain GQ issues. Of course, the ad and campaigns are feature on both print and digital platform.
$100,000 seems to be a reasonable budget once you consider that the influential bloggers these days are making millions annually just to blog about some brands. Here you can associate your brand to GQ and selective list of influencers whom you can disguise target audience by study their online followers. Hence, it could be a marketing strategy with a good impact both on wide scale audience and prospect customers.
As for GQ, like most magazines, the bulk of ad revenue still comes from print, digital is now 15% of ad revenue. However, spending on print ads in magazines expected to decline 4% to $12.8 bn this year and further fall to $9.3bn by 2018. On the other hand, digital ad revenue is forecasted to increase 22.4% to $3.9bn this year and reach $7.6bn by 2018. So GQ is on the right track to capture this wave. While print ad pages declined 5% through August issue, GQ.com also has an increase of 17% visitors from last year, with nearly 3.5 million users across desktop and mobile just in June alone.
The catch here is those GQ57 elite readers are said by GQ to be "best consumers and most passionate audience", and the are paid. They only receive samples from advertisers and GQ-branded gifts. Smart move from a stylish magazine.
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