Gentologie in 2025: Obstacles and Strategies
I probably should have started this process of introspection when Gentologie was founded, as it’s about looking back over the past year and setting goals for the next. In 2024, a year in which we’ve struggled more than any previous year, this article is essential to keep you up to date with what’s happening and what’s to come at Gentologie in 2025. I want to be open and honest with you, our readers, subscribers and advertisers. Our motto for this year, in addition to ‘Make gentlemen of all men,’ will be ‘Just see the positive.’
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- Return on the year 2024 of Gentologie
- Gentologie in 2025 and the strategies
- How to help Gentologie in 2025
It is in the face of adversity that you truly discover your entrepreneurial spirit and the need to fight for your personal survival (I’m not in mortal danger, don’t worry) and that of your business. Rest assured, I am not in imminent danger, but these obstacles must be overcome when faced with adversity. There are many important matters at hand, and I must address them head-on.
A look back at the year 2024 for Gentologie and the strategies for the years ahead
This year, 2024, has been a difficult one, both for the website, the magazine, and the finances. It has put a lot of stress on me personally, as well as on the business. However, I promised to focus only on the positive aspects, so let’s begin with 2024, followed by what’s going to happen with Gentologie in 2025.
For those who don’t know, Gentologie is me and a handful of freelance contributors. It’s always funny when people ask where our offices are. . . (and a little embarrassing to admit that they’re in my 3½). We’re not Québecor, Noovo, Condé Nast or La Presse. And it’s not easy steering a boat alone, okay, there’s the Vendée Globe, but it’s also very dangerous. . .
To progress and discover your potential, you must examine the past, but avoid becoming overly fixated on it. With this mindset, I’m ready to take action.
The Travels
On the Explora II from Explora Journeys
Photo: Normand Boulanger | Gentologie
To begin, let me express my gratitude for having encountered so many breathtaking destinations throughout 2024. In 2023, thanks to Gentologie, I had the opportunity to explore the Czech Republic’s wine country, spend a whirlwind 24 hours in Vienna, Austria, embark on an amazing experience in Scotland with Genesis, visit Colorado with Vortic Watches, and immerse myself in the stunning landscapes of Alberta with MyFitnessPal. And even before, with Porsche for the unveiling of the Taycan in 2019 and the Porsche Ice Experience. Also Cadillac for this escape to Prince Edward County.
In 2024, we had the pleasure of exploring the southern United States, including Alabama and South Carolina, with Travel South USA. This was an extraordinary journey, which you can read about in this article and in the Issue 13 of our magazine. I also embark on an unforgettable voyage aboard the Explora II, a remarkable cruise ship operated by Explora Journeys. Our experience will be shared in our upcoming article, set to be published on January 20th, to ignite your wanderlust.
I would like to thank everyone, including our governments, both domestic and foreign (Hi, Jan), as well as the various communications agencies and companies that have placed their trust in Gentologie. Despite the current headwinds, I hope they will continue to do so.
The Actual Web Site
To be frank, the mid-2023 updates to Google’s algorithm did not help our website. In fact, our monthly viewership dropped from around 12,000 to 15,000 to below 5,000. However, we are gradually recovering since the algorithm was corrected in September. Our website’s advertising income has decreased due to low traffic, but I remain optimistic about its potential for growth, as increased visitor frequency and engagement with multiple content pieces could lead to a recovery.
In terms of content, it’s mainly me, Normand, who writes most of the articles on Gentologie. However, this needs to change for several reasons. Firstly, to foster a wider range of perspectives, but also to allow me to focus on expanding the platform, managing the business, and monetizing it. Most importantly, I want to alleviate the strain on my arms and hands from writing so much. The mental and physical demands of entrepreneurship are not to be underestimated.
I had to part ways with certain collaborators who didn’t align with Gentologie’s mission and values. This is a crucial issue that is at the core of our company and the gentlemanly aspect of our team, including our freelancers.
We are deeply grateful to everyone who invites us to their events, which helps us create content. If you would like to include paid content, even in small amounts, please do so. This will greatly help us. We also understand that getting things online can be slow, but we prefer to provide an original perspective instead of rewriting a press release, which requires more time. Thank you for your patience and understanding.
The Magazine
Gentologie Magazine Issue 13
If you’re an advertiser or a subscriber, you’re probably wondering where the second issue of the magazine that was supposed to come out in 2024. Let me first express my apologies for the delay. To fully explain the situation, I must provide a more detailed response.
Publishing a magazine is very expensive. If we produce 1,000 copies and sell each one for $18 (plus taxes), we could make $18,000 in revenue, assuming that every copy is sold. However, we usually give many of them away, so it’s unlikely that we will sell all 1,000. Advertising costs are around $25,000 per issue, but we have only managed to sell for about $10,000 per issue, even less. If you ever read the magazines, you can see it reflected on their pages.
With this money, we must pay taxes to the government, pay our graphic designer ($1,000), our printer ($6,000-$10,000), translation ($2,000), proofreading and editing ($2,000), the cover artist ($1,000), software, delivery, and more. Let me interject: we have the privilege of having writers and journalists who contribute to our publication on a voluntary basis. However, I believe it is essential that we stop this practice and start paying them for their work, not only for their own financial security but also to ensure that I can pay myself a fair salary. Unfortunately, this revenue often melts away like snow in the sun, leaving us with a significant deficit.
Of course, if we had many more subscriptions than we do now (we have fewer than 50, which hurts me to admit, but I promised to be honest with you), it would be easier. However, a subscription is only valid for one year, not for eternity.
Unfortunately, many individuals overlook activating automatic renewal, resulting in a one-time payment. While this approach worked well for the initial 2020 launch amidst the pandemic, when crowdfunding was prevalent, it is no longer feasible.
If you’ve supported us financially by subscribing or advertising, this year we will return more value than you have invested in us during the past year.
The Podcasts
“Gentologie Radio” (our French podcast) got off to a good start, but, with its original interview format, planning the different broadcasts became more and more difficult, since Gentologie doesn’t have a research team.
I have rebranded the podcast as the “En première classe” podcast, which is now presented by Gentologie. The new episodes will be released every two weeks, with the next one scheduled for January 16th.
The Gentologie Radio segments will soon be converted into written form, preserving their timeless information while updating their format.
The English podcast “Gentologie on Air” has undergone a name change to “The Finest Class”. Its only interview will meet the same fate as its French counterpart.
The Social Media
If this task were simple, everyone would have thousands of views. However, I’ve begun implementing a template system to streamline the process and simplify publishing. Despite lacking a dedicated team, cost-cutting measures require me to handle these responsibilities.
Our Facebook page recently surpassed 1,000 subscribers, which is very encouraging. If you haven’t already, feel free to join us! We just need to work on increasing engagement, and we think videos will help with this. However, creating a template for these videos takes time, so you’ll have to wait a few weeks before seeing the results.
Gentologie’s Instagram account, which you can follow here, is a bit stagnant despite some interesting content (in our opinion). We’ve yet to add more videos, but that’ll come in the next few weeks.
We must also have a stronger presence on YouTube, which is linked to our video strategy.
Due to alignment with our purpose, we will depart from the former Twitter platform, known as X, in 2024.
Gentologie in 2025 and the strategies
Gentologie publisher and Editor-in-Chief Normand Boulanger at the launch of KRUG Week at Jatoba in Montréal
Photo: Patricia Brochu for KRUG
I’m trying to look forward to 2025, the Year of Gentologie, with optimism. However, it’s not easy, but, as I said above, I want to focus on the positive.
Therefore, by 2025, our goal is to spread awareness of Gentologie’s purpose and reach as many individuals as possible, not just in Québec but worldwide. Whether it’s through French or English, the world is our oyster.
The Website
The actual website
Although certainly challenging, my goal is to reach 12,000 to 15,000 monthly views on our website by March 2025. My ultimate ambition is for our platform to become a highly sought-after resource, not only in Québec and Canada, but globally. After all, dreaming is what makes life worth living.
Reflecting on version 2.0 of the Gentologie website
In 2025, I hope that the Gentologie website will undergo some changes. This update is intended to increase revenue by delivering more relevant ads tailored to specific sections, and to improve the user experience on all devices.
In the year 2025, I aspire to enhance the subscription experience for Le Club by Gentologie members. This includes resolving the current issues with the paywall and making the subscription platform more user-friendly for new subscribers.
I’d also like to have a mobile application (iOS and Android) so that subscribers can access their reserved articles, and easily browse the magazine, whether they are travelling or at home, before receiving the physical version.
We also want to use this application to offer discounts to our partners, but this idea is still in the planning stages.
To ensure Gentologie’s future beyond 2025, we need financial support. Are you just as passionate about seeing this dream become reality? Subscribe today or buy one (or more) magazine(s)!
New contributors
Jean-Philippe Charest, Scotch Columnist at Gentologie drinking Glenmorangie
Photo : Normand Boulanger | Gentologie
I have already expressed my inability to write alone, as it is a labour-intensive task that is not conducive to profitability in a business. Therefore, I am actively seeking approximately 25 new contributors by mid-2025. If you possess excellent writing skills, are well regarded by your peers, and have captivating subjects, I encourage you to reach out to us.
We have Jean-Philippe Charest, who has a new series with us, ‘The Scotchman Chronicle’, where he reveals a new Scotch to you at irregular intervals. Nothing complicated, just fun.
Additionally, you can expect to see Marc Bouchard on the automotive scene. We are working on multiple collaborative initiatives, so keep your eyes peeled.
We are currently in talks with several contributors about thrilling new initiatives. However, we prefer to maintain a degree of mystery until all the details are ironed out.
The Gentologie Magazine in 2025
That’s a big question. Yes, I want to do it again; it’s in the schedule, but it will have to come back at zero cost to Gentologie. Unfortunately, I can no longer operate solo, nor can I sustain the costs without additional revenue. To succeed, we require a more favourable setting, with advertisers on board. Furthermore, we must attract a substantial number of subscribers (perhaps even several thousand) to ensure relevance. Lastly, I’m actively seeking distribution partners to help us reach our target audience. Our preference is to sell it, but if you are willing to distribute it for free, as some of our partners have done or are currently doing, including Clusier, Genesis and La Poissonnerie La Mer, we are open to that option.
In 2025, I must intensify my efforts to promote the brand, increase subscriptions, and secure additional advertising partnerships.
The Gentologie Podcasts in 2025
The Finest Class Podcast
As previously stated, our podcast has undergone a rebranding. Our Gentologie Radio podcast became, in December 2024, “En première classe” (thanks to Mr. Jean-Daniel Perron for the name), the next episode of which will be on ’Comment être un Gentleman en 2025’ (How to be a Gentleman in 2025). While it might appear as a narrow focus, I believe that cultivating gentleness and humanity will bring nothing but positive outcomes in the year 2025. Episodes will be published every fortnight. The entire show is scheduled to air on the january 16th.
For the English version, it will be on “The Finest Class”, replacing “Gentologie On Air”.
The next instalment, as of yet unnamed, will be available for streaming on January 30th. Additionally, on February 13th, we will discuss strategies for planning a romantic evening for Valentine’s Day.
The Journal
Yes, it’s still in our plans (we told you about it here), a smaller monthly digital magazine reserved for subscribers with interesting stories. We’re working on it for the second half of 2025.
The Social Media at Gentologie in 2025
We are currently in the planning phase, as we mentioned earlier. Please do not hesitate to follow us on our various platforms and to engage with our content by sharing, commenting, and liking our posts. It’s completely free, and it’s such a small gesture, yet it brings us so much joy!
This is a snapshot of what Gentologie has in store for 2025. I truly believe that being transparent about our current situation will help you understand some of our actions and the pressure I face while dealing with such matters.
How to help Gentologie in 2025
Would you like to help us achieve our goals? Become a member of Le Club by Gentologie now, or buy one of our magazines, subscribe to the newsletter, etc. If you’d like to help us in another way, or give us some advice, write to me here.
