September 06, 2013
As the fashion world gears up for the Autumn/Winter season, stylish men across the UK with a thirst for the latest trends are set to have a new ally, as today sees the launch of a new digital weekly edition of monthly men’s magazine, Esquire.
Dubbed Esquire Weekly, the new tablet format is designed for men on the move.
By introducing the digital weekly format, brought to you using Adobe Digital Publishing Suite, Enterprise Edition, it allows Esquire to become more up to date for their readers. It is an interesting shift, but a necessary one in order for Esquire to attract a new, younger audience.
The concept for the new weekly title is “your week in 20 minutes”. Esquire promises it will deliver seven original features spanning culture, politics, comedy and food. Features will be brought to life with interactive functionality and video, and the app will also contain an in-built e-commerce functionality enabling people to search and buy product recommendations.
The move to introduce e-commerce functionality will have particular appeal to their target demographic. In 2012, some 12.7% of all purchases were made over the internet, according to a recent study, and this is projected to rise to 22% by 2018. Clothes are the most popular online purchases by men with 43% of internet users purchasing items online. Giving their readers the opportunity to ‘get the look’ with the swipe of a finger will have huge connotations not just for the title but also its advertisers. By using the Adobe Digital Publishing Suite Enterprise Edition Esquire will be able to drive tablet-commerce revenue by allowing customers to purchase using links to various eCommerce sites from within the app.
Other new additions for Hearst include the launch of bi-annual fashion magazine, the Big Black Book as well as a complete overhaul of the Esquire website in the spring, and a concerted push into mobile apps for smartphones.
The Esquire Weekly app will be sold exclusively through the Apple iTunes store. The app is launched with a 30-day free trial period and beyond that will cost 99p per week – Esquire currently costs £4.25 in print from a newsagent. A three-month deal, for £4.99, will provide 12 Esquire Weekly editions, three of the digital editions of the monthly magazine and one of the Big Black Book.
An Android version for other tablet devices set to follow in the near future, make sure you follow @AdobeUK for more updates.