The National Magazine Company’s men’s title Esquire is launching a quarterly spin-off which will replace its defunct healthstyle title ZM.
Esquire Sport Quarterly will go on sale on May 15, bound to Esquire’s June edition. It has been conceived by Esquire’s management team – headed by editor Peter Howarth and publisher Kevin Adams.
ESQ will cover issues of interest to men who regularly take part in team and individual sports, including fitness, diet and technique. It will also carry features on major sporting events and sports icons.
It will compete in the same market as sportstyle titles such as Mollin Publishing’s Men’s Fitness, Condé Nast’s GQ Active and Wallpaper’s new project, Tart.
Adams said ESQ would handle sport with Esquire’s customary sharpness. “ESQ is the only magazine dedicated to men who take an active interest in professional sport and those that actively participate in amateur sport,” he said.
According to National Readership Survey figures for 1999, the bulk of Esquire’s readership is under 25. The magazine has 143,000 readers under 24, compared with 246,000 for GQ and 269,000 for Men’s Health.
NatMags has identified Esquire as one of its “masterbrands” and plans to launch a series of spin-off titles drawing on the key interests of Esquire readers. ZM, the NatMag title launched in 1998 to exploit growing male interest in fitness and grooming, closed last year due to poor sales.