Straitened Esquire goes with double issue and 30% cover price hike

The growing magazine trend to turning down the screws on costs and seeking new revenue sources is evidenced by Esquire magazine's plans to reduce its frequency next year, albeit by the time-worn device of a "double issue" covering June and July. According to a posting on FishbowlNY, the magazine is also increasing its cover price in 2010 by 30% (to US$4.99) and it is soon to launch an iPhone app. An anonymous Esquire spokesman said:

"Modern brands are leveraging their expertise to reach consumers in all sorts of ways, including special issues, mobile applications, books and online content. Starting in 2010, we will publish one larger double issue (June/July) and still put out more issues per year than several other magazines in our category. If anything, Esquire's consumers will be getting more content, packaged in new ways -- from its successful spinoff magazine Esquire's Big Black Book to an application for the iPhone and other devices, due out this fall."