In the first interview with Dylan Jones OBE following the news of his departure after 22 years at the helm of GQ, he discussed his extraordinary career as an award-winning journalist and editor, best-selling author, Condé Nast director, and TV producer with Hattie Brett, editor of Grazia and BSME chair. Watch the video for fascinating insights into Dylan Jones’s career journey at GQ and some behind-the-scenes anecdotes from the winner of a record eleven BSME Editor of the Year Awards and the Mark Boxer Award.
Summarised by Giulia Wilzewski, project coordinator at the BSME:
1. “You have to edit by gut”
On the topic of digital transformation and the new generation of editors, Dylan Jones explained the importance of following your instincts. He said, “You have to edit by gut. Follow your passion and enthusiasm.” Dylan also shared his thoughts on algorithms and data-driven content: “If we all edit by algorithm, we will all be working for robots. You can’t work for the algorithm, the algorithm has to work for you.”
2. “You have to have the ability to say no”
While Dylan Jones emphasized the power and importance of a motivated and highly engaged team, as well as establishing strong partnerships and connections, he encouraged fellow journalists and editors to be autonomous, and stay true to their beliefs: “You have to have the ability to say no. It’s your job as an editor, to ignore people when you choose to.”
3. “Give people what they didn’t know they want”
Along these lines, another important piece of advice from his experience as the editor-in-chief of GQ was to surprise your readers. “You need to be contentious and surprise people. Give them what they didn’t know they wanted.” Compared to 20 years ago, the ways of fighting for the readers’ attention are very different to Dylan Jones’s early days at GQ, however, one concept stays the same: “As a magazine, you are trying to reflect the public opinion. But then you also change it and move it,” he said.
4. From a yuppie bible to one of the most successful magazines
When he inherited GQ at the beginning of his career, Dylan Jones described the Condé Nast title as a “yuppy bible”. Under his editorship, he wanted GQ to be renowned for its journalism. By hiring and commissioning top journalists such as Tom Wolfe, he set about turning GQ into one of the most successful and acclaimed magazine titles.
5. On being an “okay” writer now
“I was a terrible writer when I started, I’m okay now,” Dylan Jones joked during his talk with Hattie Brett, editor of Grazia. He encouraged aspiring journalists to practice. “It’s about doing it again and again and again and again!”
6. Advice for future journalists and editors
He also shared what he thinks is most important when you start working in the magazine industry: “You need to work as hard as you possibly can, and volunteer for everything. We aren’t looking for people with great ideas, we’re looking for people who can solve problems.”
7. On GQ cover stars such as Boris Johnson & Jeremy Corbyn
Known for talking point covers, Dylan Jones surprised his readers many times with his choices of cover stars. Unforgotten is the February 2013 issue with Boris Johnson or the widely discussed issue from January / February 2018 with Jeremy Corbyn on the cover. Dylan Jones offered his insights into working with such high-profile political figures: “Politicians are fair game. They love the oxygen of publicity. They are kind of gifts really.” He also shared some behind-the-scenes anecdotes that he experienced with celebrities such as Madonna during his time at GQ who, according to him, are overall, “very well behaved”.
8. Print isn’t dead!
Dylan Jones made it clear that the future of magazines is strong. “There has even been a revival in some sectors, especially the bespoke area,” he said, also citing Private Eye or news weeklies as thriving examples of the revival of print.
9. On the success of the GQ Men of the Year Awards
Every year, GQ celebrates the achievements of men in different categories with the GQ Men of the Year Awards, an event that thanks to Dylan Jones’s initiative and lead on this project, became the gold standard for a successful brand extension of a magazine title. Reflecting on the work behind the scenes that is needed to organise such a big event, he said: “The thing I’m proudest of is the team we have built up over the years, which is second to none. Even the young ones who have only been there for five minutes. In this industry you learn quickly.” For him, teamwork is really important. What makes this particular project so successful, is the team members’ high levels of expertise and the fact that “everybody does everything.”
10. The importance of connections and partnerships
Considering that the GQ Men of the Year Awards ceremony is one of the biggest in-person events of the editorial calendar, he also emphasized the importance of real-life connections: “I don’t think anything beats meeting people, laughing, being surrounded by people. This is why we’re here.”
