ZM Magazine Goes Under Esquire Brand

Men’s health magazine ZM is to close as a standalone title to become part of the new look Esquire brand. Terry Mansfield, the managing director of National Magazine Company, which owns both titles, described the change as part of a broader company decision to develop the group’s established titles into master brands.

Mansfield said: “Having completed research into the men’s health and fitness category and after carefully evaluating ZM‘s editorial product, we believe that shifting the most popular of its features to Esquire makes better business sense than growing the title as a separate publication.”

This strategy for expansion has been used already to develop offshoots of the group’s popular brands and will continue to be used over further publications within the group. “To develop and grow all of the Company’s master brands, we will continue to launch vertical magazines by building on the success and instant recognition factor of existing titles. This follows the recent success of such titles as Cosmopolitan Hair, Cosmo Real Life Stories, Good Housekeeping’s Buy the Best and Good Housekeeping’s Having a Baby.”

National Magazine Company: 020 7439 5000