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Glenn Halbrooks

Esquire Magazine to Become a Cable TV Channel

By February 14, 2013

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In a switch from the usual headlines about the struggles of print media, Esquire magazine will be lending its name to a newly-rebranded cable TV channel. Starting in April, the G4 gaming channel will be known as the Esquire Network.

A photo of an Esquire magazine cover
Can the Esquire magazine brand make a successful transition to become an entire cable TV channel?
Photo © Getty Images
G4 is owned by NBC Universal, which seeks to broaden the appeal of the channel and thinks the Esquire name, with its 80-year history as a men's magazine, makes a perfect fit. Expect to see more programming on food, entertainment, travel as well as "competition and danger."

We've seen cable TV channels become magazines -- like HGTV Magazine and Food Network Magazine. But this may be a first that a magazine becomes a cable channel, if you make an exception for the TV Guide Network, with its program listings being a natural fit for TV.

Esquire owner Hearst Magazines has shown expertise in building a magazine brand. Nearly three years ago, the company launched a campaign designed to boost exposure for the entire magazine industry.

Last fall, Ad Age named Hearst's Marie Claire its "Magazine of the Year." It's proof that some magazine owners still have a knack for turning heads and profits, even though stories about struggles, like the ongoing problems at Newsweek, often get more headlines.

Do you think the rebranding and refocusing of G4 as the Esquire Network is a winning formula?

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