A new title in the men's lifestyle magazine segment will appear on October 29. Esquire is a magazine for readers who are interested in fashion, society, culture and entertainment.
Esquire, the international magazine brand, is launching a presence in Germany. A high-end title for men, Esquire will complement BurdaStyle’s luxury division. The BurdaStyle portfolio (Elle, InStyle, Harper’s Bazaar, Bunte, Freundin) is made up of strong lifestyle and entertainment brands that regularly reach 7 million offline readers and 8 million online users through their magazines, websites and social media channels, e-commerce services and events.
Esquire goes online today, on 9 March, with a website and social media accounts. These will be followed by a podcast and the print magazine. The first edition will be published at the end of August and the plan is to publish four issues per year.
“We are launching Esquire to expand BurdaStyle's offerings for the male target group and fulfil market demand for a high-quality brand aimed specifically at men. We will start online and gradually build up the brand’s services in keeping with our other strong brands.”
Manuela Kampp-Wirtz, CEO BurdaStyle
Lifestyle guide for men
Like its international counterparts, Esquire Germany is set to become the leading lifestyle guide for men. Dominik Schütte, who previously worked for Neon and GQ and most recently ran his own digital content office, will lead the small, cutting-edge editorial team who will work across all areas and take equal responsibility for print, digital, social media and live events.
Asked about the target group, he says: “Esquire is for open-minded men who value sustainability, quality and tolerance but also appreciate the finer things in life and like to laugh. In short, Esquire is for great guys!”
Dominik Schütte, Esquire
Entertainment, Life and Style
The website is divided into Entertainment, Life and Style sections. Initial features will include a video interview with German actors Jannis Niewöhner and Sabin Tambrea, who star in the new film “Narcissus and Goldmund”, a portrait of Hollywood superstar Michael B. Jordan (“Creed”), a car test at the Arctic Circle and a whole range of ideas for styling suits, shoes and business outfits.
“We want to reach our target group wherever they are, which is why we are making Esquire a platform for interesting content across various channels. Digital channels are fastest, so that’s where we’re starting. The insights we gain from this will help us to tailor the content of the other products. These include live events, as well as our digital services and print magazine.”
Elfi Langefeld, BurdaStyle Luxury
The launch will be accompanied by a campaign across Burda titles and external channels.
Esquire creates engaging conversations that drive the culture, with a unique mix of intellectual showmanship, hilarity, impeccable style, visual punch and extraordinary writing. Esquire is the most-honored monthly magazine in America, with 26 National Magazine Awards, including one for its iPad app, and 88 nominations. In its digital expressions, Esquire.com has an audience of 8 million (comScore, Nov. 2017), and a social media following of 2 million. In addition to its U.S. flagship, Esquire publishes 27 editions around the world. In Germany the high-end brand for men complements the luxury division of BurdaStyle based on the successful joint venture with Hearst, a leading global, diversified media, information and services company with more than 360 businesses.