Esquire Takes Small Steps To Stand Out

Esquire, the long-running men’s monthly fashion title, has unveiled a new look and size for its September issue in a bid to be noticed amidst the largely flailing sea of men’s mags.

The new size, more commonly seen in the US, is unique to the UK men’s market and, according to publisher NatMags, differentiates Esquire as a premium product.

The more compact title is supposed to make the title, now under recently appointed editor Jeremy Langmead (formerly of style bible Wallpaper*), easier to read on the move and will “mark the magazine out on the newsstand”.

Langmead said that Esquire has “always been a magazine for grown-ups”, that aims to “scintillate and titillate, entertain and inspire”.

The September issue features a cover shot of Michelle Pfeiffer photographed by Rankin; Booker-shortlisted writer Andrew O’Hagan on film; Michael Winner on gold diggers; and columns from David Baddiel and Adam Thirlwell.

In the period July to December 2005, Esquire recorded an ABC of 71,401, which dipped to 52,468 for the same period in 2006. Meanwhile, Arena fell from 46,680 for the period in 05, to 34,556 in 06. Some titles have held their own in the troubled arena, however, with GQ seeing its circulation rise to 127,505 (see ABC Results Jul-Dec 2006:Large Declines For Men’s Mags).

As Esquire uses format changes to stand out in the sector, former FHM editor, Mike Soutar, looks to stir up the market with a new ‘upmarket’ free men’s mag, ShortList, which is to be launched towards the end of September (see Free Men’s Mag ShortList Grows).

Other titles, like the free Sport (see Free Sport Magazine Launches In London) and the digital only Monkey (see Dennis Launches New Online Lads Mag), have also shaken up the current model, putting pressure on the traditional titles.

National Magazine Company: 0207 439 5000 www.natmags.co.uk