Esquire, Hearst's men’s magazine brand, is to launch a new weekly digital title on 5th September – Esquire Weekly – the first men’s magazine app designed to make full use of the extraordinary potential of tablet technology, says the publisher.
Posted on: 04 September 2013 11:07
According to Hearst Magazines UK: Esquire Weekly sets the standard for the future of the men’s market, targeting a huge audience of culturally literate,
style conscious, and technologically engaged young professionals.
Available to download from the Apple AppStore from today, and then every Thursday, Esquire Weekly is built around impressive design, slick content and
intuitive usability. It combines high-quality journalism with the short-form editorial of its online offering, and the unlimited entertainment and digital
shopping possibilities of the tablet platform – matching perfectly the lifestyle and needs of busy readers.
Esquire Weekly’s curated content spans the five key editorial pillars of Esquire – Style, Gear, Food & Drink, Culture and Women, and transports readers
effortlessly from text and pictures, to audio and video content, and then to purchase – direct from the page. Readers can not only plan their week and
discover the latest fashions, shows, restaurants and movies and TV to check out, but also directly order the clothes, book the tickets, reserve a table,
and buy the box set – without leaving the magazine. They can even sample and share key content before purchase, helping to recreate the physical newsstand
experience. To underline Apple’s support for the new title, from the 19th September, all movies, music, books and DVDs recommended by Esquire Weekly will
be available in a unique Esquire store within iTunes, only provided for selected publications.
Esquire Weekly is edited by Dan Davies, previously Deputy Editor of Esquire and most recently at the Mail on Sunday, together with Deputy Editor Matt
Hambly, from ASOS, alongside Art Director Steven Gregor, who has previously worked at GQ and WIRED. Content for Esquire Weekly will also be drawn from
across the Esquire team.
Esquire Weekly offers a new way for advertisers to target the Esquire AB1 male on a weekly basis. The interactive platform provides unprecedented
opportunities for consumer engagement, via animation, content immersion and geo-location data capture. The appeal to advertisers is clear, with
high-profile partnerships already agreed across fashion, lifestyle and grooming brands, such as Burberry, Belvedere Vodka, Philips, and BMW.
Esquire Weekly will kick off from 5th September with a 30-day free trial. Thereafter consumers can choose to buy single issues (99p for the weekly and
£2.99 for the monthly) or purchase combined subscription bundles with quarterly, bi-annual and annual packages at £4.99, £9.99 and £19.99 respectively.
The full ecosystem of Esquire digital publications - Esquire Weekly, Esquire and Esquire’s Big Black Book – will be available through the existing Esquire
container app, giving Esquire Weekly the opportunity to reach over one million customers who have downloaded Esquire since it launched on the Apple
Amanda Turnbull, Group Publishing Director, said: “Esquire Weekly is a bold and exciting addition to the Esquire ecosystem and part of Hearst’s ongoing
commitment to future-facing innovation. There is a unique opportunity to engage with a potential audience of 1.3 million E-Squires, men who we know from
our analysis are iPad owning cash rich, time poor style leaders. Esquire Weekly delivers Esquire’s unique blend of style and substance in the right way, at
the right time. It offers a genuinely invaluable service that will encourage readers to engage with Esquire more frequently and across every platform, and
provides advertisers with a brand new way of connecting with this valuable upscale audience.”
Alex Bilmes, Editor of Esquire, said: “We are so excited to be the first men’s magazine to embark on this kind of digital innovation and it’s fantastic to
see Esquire setting the standard for the men’s market. Esquire Weekly offers frequency, usability and functionality blended with a concise edit fit for the
stylish and tech-savvy Esquire audience - both old and new. Esquire Weekly is all about giving men the tools to ‘Take on the Week and Win’.”