The National Magazine Company is to maintain the up-market
positioning of Esquire in a major redesign to be unveiled in its June
The redesign is the work of newly installed art director Ian Pendleton,
and is in keeping with the up-market stance taken by the title's editor
Pendleton, who took over from Christophe Gouans six weeks ago, has
slashed the number of graphics inside the magazine, reducing the number
of sidebars, coloured panels and boxes that are characteristic of the
lads' marketplace. The new look Esquire will also feature a more elegant
headline typeface, a new 'guest speaker' rant by a celebrity writer and
a carnal knowledge column from the media commentator Karen
'Lads' mags are full of lists and there's very little continuous prose,'
Howarth said. 'This change makes us look more grown-up and even less
like GQ and Loaded.'
The June issue features a cover shot of Kate Beckinsale that departs
from the closely cropped headshots that have characterised Esquire
covers for the past 18 months.
Esquire's circulation fell 39 per cent year on year to 61,271 in the
latest ABCs, continuing the decline that followed Howarth's decision to
ban fleshy cover models. However, the magazine's ad revenue has
increased over the last year, with the 10th anniversary April issue
giving it its highest number of ad pages in its history.