Esquire Network Quicker to Attract Advertisers Than Audiences
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Esquire Editor David Granger pitched a TV show to Adam Stotsky. But the general manager for Esquire Network, the cable channel named after Mr. Granger’s magazine, passed.
“He was pretty frank with me that it was a good idea,” Mr. Granger said, “But his ad salespeople needed to think it would have traction. They aren’t convinced yet.”
That about sums up the first six months of NBC Universal’s Esquire Network as well as its relationship with its namesake magazine. The network is still trying to win over young and affluent men with an ambitious slate of programming, which Esquire magazine editors can critique, but not order up. “Relationships consumers have with magazines are different than what they have with TV networks and programming,” Mr. Stotsky said. “It serves a different audience.”
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