GQ looks to sharpen its upmarket appeal online

GQ has had a presence in the UK for more than 20 years in printed form, and online for roughly half that.

The revamped
The revamped

Owner: Conde Nast
What's happened? Website has relaunched attracts 150 million unique visitors a month, with more than four million page views.

Data from comScore for the UK in January - for the previous version of the site - shows it had an average of only 1.1 visits per user and the new design is intended to increase this.

New and improved sections include fashion (revamped and combined with GQStyle), taste (restaurant reviews, recipes and so on), entertainment and a special section dedicated to the magazine.

Content is targeted solidly at upmarket men, with clearly laid out sections and straightforward navigation. There is a lot to read and explore, and it creates a great environment for advertisers to showcase their products.

However, I'm not wholly sold on it for two reasons. Firstly, much of the content is still old in internet terms - that is, it wasn't published in the past few days. I'm writing this on a Thursday and many of the sections have no content from this week. Websites really have to update several times a day.

They're missing an opportunity to be current and forward-looking. How about telling us what's happening today at the magazine, who's come in to be interviewed, what launches they're going to - and generally promoting next month's magazine?

Secondly, the makeover is like social media never happened.

I understand GQ probably doesn't want to feature user-generated content, but what little interaction there is (posting comments, e-mailing responses) feels very dry.

Why not encourage readers to talk to each other? And why aren't there any feeds or content that can be embedded elsewhere?

It is a good place for advertisers to reach affluent and upmarket men, but the challenge is to build this into a community where people would return regularly. Update at least daily, tell us what's going on at the mag and get the readers more involved.

What's good?

What could be better?
More frequent updates.

Would I book my clients into this?

Dan Calladine, research director, Isobar

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs


Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.


Get news by email