GQ is renowned for being the authority in men’s style, and now the Condé Nast publication is hoping to translate that jurisdiction into sales.
The publication’s “Best Stuff” vertical — launched late last year — houses products that are recommended by GQ staffers. Each sale from product purchased through a GQ link saw the mag receive a percentage of each transaction, and according to GQ its engagement rates are on average 80 per cent higher than other product-related editorial content.
Now, the magazine has plans to capitalise on “Best Stuff” by sending out the shoppable version through a newsletter. The magazine won’t be editorial-driven, and will solely serve as a medium for GQ to drive affiliate sales with “Buy Now” links that bypass the GQ website.
Hoping that the newsletter is profitable, GQ digital editor Jon Wilde announced that “We looked around and realised we were a place that guys were already coming to for product recommendations. In a lot of ways, we were already doing [Best Stuff], but not explicitly. Now, we’re taking something we’ve always done in the magazine and creating a digital framework.”
