Dive Brief: 

• Advertisers that spend at least $100,000 with GQ magazine will now have access to 57 'elite' readers that will promote the brand across their own social accounts and in print. 
• The 'elite' have been commissioned to the program called GQ57 to create custom content for GQ -- that will include identified brand sponsors -- and will appear on the elite's social accounts as well as a series of print ads. 
• GQ57 grew from GQ's efforts to capitalize on a digital audience that included the launch of GQ Insider -- a group of readers that offered feedback on advertising and marketing campaigns. 

Dive Insight:

Getting readers involved in the marketing process can give those fans a real sense of ownership over a publication, and might become a building block to reach out to both advertisers and new readers. The GQ57 program can also be a nice perk for advertisers already looking to spend with GQ -- they will get more bang for their buck.