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8 8 8 s d d d d Р Р Р D Р Р Р Р Р Р Ќ Ќ Ќ Ќ Ќ Ќ џџџџ Publisher Analysis: Esquire Magazine
Are you familiar with the Italian concept of sprezzatura? According to a quiz in the October 2011 issue of Esquire magazine, if you are a reader who is highly interested in grooming yourself, you certainly should. To familiarize you with this uncommon term, sprezzatura is the art of maintaining a faчade of nonchalance in all situations, making all actions seem both effortless and devoid of emotion. It is with this style that Esquire presents itself, and it is also the type of persona it wants its readers to strive towards.
In furthering this theme, Esquire boasts a pretentious, egotistical attitude. It knows it is the best, and its audience is comprised of the crшme de la crшme of society. While other mens magazines are written for highly aspirational readers, Esquire is geared towards men who have arrived, its media kit says in describing its readership, The Affluent and Successful Man.
The magazine first hit newsstands as Esquire: The Quarterly for Men on October 15, 1933, in the middle of the Great Depression. The first 5,000 copies sold out within five hours. Ever since, Esquire has been at the forefront of the magazine world, paving the way for others to follow in its footsteps. Throughout its history, Esquire has been constantly rendered a well-respected publication, winning numerous awards every year in categories ranging from Feature Writing to the coveted General Excellence award.
David Granger, editor of Esquire since 1997, divides magazine cultures into two camps: Those that exist almost without sentences, and are primarily comprised of captions and photographs; and those that publish good, thoughtful, news-making stories. Esquire proudly markets itself as providing a unique blend of intelligent service, stories with substance, and ability to entertain and inspire, making it a relevant source and must-read for tastemakers and influencers.
As the magazine for Man at His Best, Esquires readership consists mostly of middle-aged men with affluent careers. Out of its 3,066,000 readers, 1,914,000 (or 62.4%) are male. The median age of readers is 43.9-years-old, and the median salary is $79,417, with about 34% of readers holding managerial, professional positions at work. With a rate base of about 700,000 books, Esquire classifies its well educated, urbane and affluent audience based on class, not mass.
As a product of Hearst Magazines, (a unit of Hearst Corporation), Esquire is in the good company of 19 other U.S. titles published under the umbrella of one of the worlds largest publishers of monthly magazines. Heart is now seen as leading the industry the future of magazines will happen here first, said David Carey, president of Hearst Magazines. The 124-year-old company is the legacy of revolutionary American journalist and publisher William Randolph Hearst. Today, it exists as a corporation comprised of about 20,000 employees. Hearst Magazines headquarters are in the Hearst Tower in the heart of New York City. According to its website, Hearst Tower is the first occupied building in Manhattan to receive a Gold LEED rating, which aligns with the Green Philosophy the corporation upholds.
According to the 2011 Novel and Short Story Writers Market by Alice Pope, Esquire rarely accepts unsolicited manuscripts, especially fiction. The magazine receives about 800 unsolicited manuscripts a month, and those that are chosen are published two-to-six months after acceptance. Authors receive an undisclosed amount for their work immediately upon acceptance, and Esquire retains first worldwide periodical publication rights to the story for 90 days from cover date. Often I'll have to reluctantly pass on a really great story a story that I, as a civilian reader, love -- because it doesn't match the magazine's style or sensibility. So, that is to say that I'm not only reading for quality, but also for appropriateness, said Adrienne Miller, Esquires literary editor. Submit one story at a time, she advises writers. We receive over 10,000 stories a year, so worry a little less about publication, a little more about the work itself.
In todays age of constant technological advances and evolving means of communication, the question becomes whether or not a publication has staying power. Esquire holds an advantage over many other magazines in this regard. The Hearst Tower is home to the first ever App Lab in the country. The high-tech room features a touch screen wall, onto which any of the various tablets it has available can be projected. The purpose of the room is to allow for Hearsts magazines, along with whoever else would like to pay for its use, to brainstorm ways to enhance their magazine apps.
Esquire utilized this resource to harness its essence and translate it into an award winning iPad app, which received the first ever Mobile Edition prize from the American Society of Magazine Editors. Each part of Esquire -- print, web and e-reader efforts -- works in perfect harmony to create editorial offerings that benefit the magazine, the reader and make the world a better place, said Granger. The app opens with an interactive cover that sets it apart from most other magazine apps- for each edition, celebrities featured on the cover choose their own unique way of introducing the magazine. Esquire uses its iPad app as leverage to gain advertisers, who can showcase their products in a more impactful way than many other media can offer. Esquire has always been good at telling stories, said Granger. Over the last three or four years we've concentrated on combining that with an experience that can be had in a shorter amount of time. We hope that the shorter experience will lead readers into the longer experience.
Sources
Dumenco, Simon. "Esquire's Next iPad App Will Sing (Original) Songs for Detroit's Revival." Advertising Agency & Marketing Industry News - Advertising Age. AdAge, 29 Mar. 2011. Web. 04 Oct. 2011. .
Esquire Media Kit. Web. 04 Oct. 2011. .
Hearst Corporation. Web. 04 Oct. 2011. .
Murphy, Sean. "The Literary Life and How to Live It- An Interview with Adrienne Miller." Web Del Sol- Algonkian Workshops. Web. 04 Oct. 2011. .
Phillips, Patrick. "Media People: David Granger." I Want Media - Media News & Resources. 12 Sept. 2003. Web. 04 Oct. 2011. .
Pope, Alice. "Consumer Magazines- Esquire." 2011 Novel And Short Story Writer's Market. Cincinnati: Writer's Digest, 2010. Google Books. Web. 04 Oct. 2011. .
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