Esquire has named Dominic Collins its advertisement director and
unveiled a quarterly sport supplement.
Collins, who is head of business development at the National Magazine
Company’s central sales and promotions unit, replaces Miles Lewis, who
quit to go travelling.
Collins started out in the classified division of NatMags in 1994 before
moving to Cosmopolitan and then to central sales as promotions
He will supervise the Esquire sales team of four, which currently has a
Esquire publisher Kevin Adams said Collins would help him expand the
Esquire ’master brand strategy’ by handling spin-offs of the title.
The latest step in that strategy, Esquire Sport, appeared last week with
the June issue of Esquire. NatMags is committed to publishing it as a
supplement for at least four issues. Should it attract sufficient
advertiser and reader interest, Esquire Sport could be launched as a
standalone title in 18 months to two years.
David Beckham adorns the covers of both Esquire’s June issue and Esquire
Sport. The supplement contains 22 ad pages out of 70. William Hill and
Hom Sport are both new advertisers to Esquire and Adidas has returned
after a long absence.
Sales development chief Adrian Odds said advertising was expected to
grow slowly and it was crucial to get the product right first.
Eventually, Esquire Sport could have a 50 per cent ad ratio.