Esquire teams with Harpers for Vuitton classic car venture

Esquire and Harpers & Queen are to publish a joint supplement, sponsored by Louis Vuitton, in what is believed to be the first joint venture between a men's and a women's title.

The 32-page magazine, entitled On the Road, is co-edited by Esquire's editor, Peter Howarth, and Harpers & Queen's Lucy Yeomans.

The same content, focusing on celebrities' ownership of classic cars, will be used for both titles, but the cover of the supplement will be different for each title.

"The challenge was to produce editorial that worked for both Esquire and Harpers & Queen readers,

Howarth said. "We're really pleased with the results."

Esquire's business plan has become more focused on advertising since Howarth's well-publicised move away from scantily clad cover girls towards black-and-white photos of men and women.

Circulation dropped dramatically in subsequent ABC releases before stabilising a year ago. Esquire recorded a circulation of 62,007 in the July to December ABCs, while Harpers & Queen posted a figure of 86,039.

The deal, which introduces Louis Vuitton's classic range as the sole advertiser, was negotiated by The National Magazine Company's newly renamed Luxury Publishing Group, formerly known as the Affluent Group.