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Esquire's Big Black Book Promotes Luxury

  • Ad Age, Wednesday, September 27, 2006 12 PM
Esquire wants to fill what it sees as a void in the luxury men's market, and it is trying to do it with a Big Black Book. On Oct. 3, the Hearst magazine will launch its coffee-table-book-magazine merger, a style manual for modern men. With more editorial than most magazines, the black book will not have a celeb on the cover, nor an ad on the back. Instead, it will offer style tips, etiquette and stories and histories on luxury brands. "It's an extension of the brand in a very simple way," says Kevin O'Malley, Esquire's vp-publisher. "The Big Black Book will clearly and quickly establish itself as the leading luxury style manual for men."

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