GQ's Niche Strategy: Global Flagship of Men's Fashion

Resources

Books

• "The New Masculinity" by Will Welch - This was a defining journalistic statement by GQ that examined the state of masculinity and how it was changing, especially in the context of the Me Too movement.

Videos & Documentaries

• "Phantom loves to eat" series - A video series featuring Twitch streamer Fannum at difficult-to-get-reservations restaurants, showcasing his charisma and reactions to food. This highlights GQ's exploration of new media formats and personalities.

Research & Studies

• "The State of the American Male in 2025" survey - A survey of nearly 2,000 American men exploring their opinions and perspectives on masculinity norms and expectations, published in GQ's October issue.

Articles & Papers

• "GQ Style" spin-off magazine - Mentioned as a period where Will Welch was editing a smaller publication with a staff of three, highlighting how personal interests of the staff (like skateboarding) influenced content.
• "Amy Wallace's incredible D'Angelo story" - A piece that Will Welch was involved in booking, used as an example to illustrate the shift in media consumption and feedback from the pre-social media era to the current data-driven world.

People Mentioned

• Will Welch (Editor-in-Chief of GQ) - The primary guest, discussing his role at GQ, the evolution of men's fashion and media, and his perspective on masculinity.
• Robert Pattinson - Mentioned as a celebrity collaborator who provides creative input and unique ideas for GQ shoots, leading to collaborations with photographers like Jack Bridgland.
• Fannum (Twitch streamer) - Featured in a video series for GQ, showcasing his charisma and popularity with younger audiences.
• Jack Bridgland (Photographer) - Discovered through Robert Pattinson, he is now a frequent collaborator with GQ.
• Patrice (CEO of Ralph Lauren) - Mentioned in relation to his comments on how Donald Trump influenced men's fashion sales, particularly ties.
• Donald Trump - Discussed in the context of his distinct tie-tying style and its perceived impact on men's fashion.
• Jonah (from Blackbird's Bioplan) - Mentioned as an example of a smaller, niche publication that rivals GQ, representing a different model in men's media.
• Tina Brown - Legendary former Vanity Fair editor, mentioned as an example of a successful media figure now running a subsect.
• Sam Hein - Described as a figure similar to Jonah, bridging the gap between celebrity and journalist, and representing a part of GQ's content that appeals to consumers.
• Sheena Ozaki - Producer of the Mixed Signals podcast.
• Manny Fidel - Producer of the Mixed Signals podcast.
• Josh Billinson - Part of the production team for the Mixed Signals podcast.
• Chad Lewis - Part of the production team for the Mixed Signals podcast.
• Rachel Oppenheim - Part of the production team for the Mixed Signals podcast.
• Anna Bezino - Part of the production team for the Mixed Signals podcast.
• Garrett Wiley - Part of the production team for the Mixed Signals podcast.
• Joel Zurn - Part of the production team for the Mixed Signals podcast.
• Tori Core - Part of the production team for the Mixed Signals podcast.
• Rick Quan - Engineer for the Mixed Signals podcast.
• Billy Libby - Creator of the theme music for the Mixed Signals podcast.
• Anna Wintour (Editor of Condé Nast) - Public editor for the podcast, mentioned as a potential successor to whom Will Welch might be considered.

Organizations & Institutions

• GQ - The central focus of the episode, discussing its evolution, editorial strategy, and coverage of masculinity.
• Semafor - The media organization producing the podcast.
• Trump - Mentioned in relation to political campaigns and advertising.

Websites & Online Resources

• Think with Google (thinkwithgoogle.com) - A resource for marketers offering insights, guides, and information on emerging tech and strategies. This was featured in a branded segment.
• YouTube - Mentioned as a primary platform for GQ's content consumption, with millions of followers.
• TikTok - Mentioned as a platform where younger audiences discover GQ content.
• GQ.com - The website for GQ magazine, a platform for daily stories and content.
• Twitch - A streaming platform where Will Welch is exploring content with streamers like Fannum.
• Blackbird's Bioplan - A rival publication to GQ, mentioned as an example of a niche media entity.
• Vanity Fair - A magazine whose former editor, Tina Brown, was mentioned.
• Condé Nast - The parent company of GQ.
• Semafor's Media Newsletter - A newsletter listeners can subscribe to for more content.

Other Resources

• AI Overviews - A feature from Google Search, discussed in the context of its user base and its role in providing information.
• AI Mode - A Google Search feature that combines Gemini and large language model capabilities for richer, more exploratory search results.
• Mukbangs - A type of eating broadcast, featured in the video series with Fannum.
• GQ Men of the Year - An annual event and content focus for GQ, marking its 30th anniversary.
• GQ Recommends - GQ's commerce business, highlighted as a successful part of their ecosystem.