• by Erik Sass  @eriksass1, July 6, 2011

The big game of magazine business musical chairs is continuing this week, with Hearst's announcement that it has hired Jack Essig, formerly of Rodale, to head up the publisher's new Men's Enthusiast group.

The unit focuses on automotive interests, including Popular Mechanics, Car and Driver and Road & Track. Essig will also serve as senior vice president, publishing director, and chief revenue officer for men's lifestyle title Esquire.

Previously, Essig served as senior vice president and publisher for Rodale flagships Men's Health and Women's Health from 2009-2011, leading the titles through some of the worst of the advertising downturn in 2009 and then into recovery in 2010-2011.

After declining 22% in 2009, ad pages at Men's Health rebounded with 6.7% growth in 2010, and increased 8.8% in the first quarter of this year, according to the Publisher's Information Bureau. Ad pages at Women's Health fell 11.9% in 2009 and slid another 3.6% in 2010, but then increased 9.9% in the first quarter of 2011.

At Esquire, Essig is taking the reins from Kevin O'Malley, who left his position there to become senior vice president and chief revenue officer for Elle, acquired by Hearst (along with Car and Driver and Road & Track) from among Hachette Filipacchi's properties earlier this year.

Hachette parent company Lagardere SCA sold Hearst the publishing rights to Elle, but retained control of the brand in part to maintain consistency with its many international editions.

Essig faces some challenges in his new post.

Esquire has fared pretty well this year, with ad pages increasing 2.4% in the first quarter of 2011, matching the industry average per PIB, but the automotive titles are a mixed bag. Popular Mechanics was basically flat with 0.2% growth in the first quarter, while Car and Driver edged up 1.4% and Road & Track stagnated with 0.5% growth.