“Esquire looks and feels like something a bunch of guys put together for a bunch of other guys, not a glossy widget produced by a big corporation.
“There is a bawdy sensibility, partly lifted from lad magazines before they lost their heat, but there’s not a lot that’s dumb or rank. Esquire is something a regular guy can open up without feeling like a frat boy or a fop.”
The magazine’s ad pages were up 13.5% last year, while GQ and Details showed declines. “Esquire is not dying — it is killing it,” notes Carr.
* How Esquire survived publishing’s dark days