CJ Purcell

Posts Tagged ‘ITP’

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Esquire Middle East launches

In Magazines on November 7, 2009 at 5:27 pm

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ITP has launched the Middle East version of Esquire and made a pretty good go at it for its first issue. Its got the license from the US, not the UK, so it mimics the US style in graphics and takes a fair bit of their content, but there are some original features and front of book pieces. My only problem with the two main original features is that one was a phone interview and the second (about Uday Hussein’s body double) is just a variety of passages from the guys books. Otherwise, it looks and feels right and might sound the death knell for IQ and 4Men unless both get their act together and fast.

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Esquire Dubai

In Magazines on August 20, 2009 at 2:34 pm

So Esquire is launching a Middle East edition, or at least an English edition with some localised content. ITP have won the license and it is hard not to be pessimistic about this launch. Apart from a (presumably) cheaper cover price, is there that much local content of interest to expats here? The two main men’s magazines (IQ and 4 Men) are both well below average and IQ has gone monthly (after launching as a weekly). Unless they get a great team in place, it is hard to see why readers would pick the localised version over the UK version, which is consistently excellent, far better than the US version in my opinion. With a launch date set for later in the year, watch this space.

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The rise of luxury

In Magazines on November 30, 2008 at 6:54 pm

Interesting piece in the National (I know, I know) about the rise of luxury publishing, or at least its non-demise. ITP, a local publishing house well known for its ‘niche’ titles (pipe cleaner’s monthly anyone) has closed down two of these b2b magazines according to the article, while seeing one of its luxury titles, Harper’s Bazaar breaking the 300-page mark. 

While such advertising feats are common in other markets (Hong Kong was full of records in such matters last year) that is relatively rare here. Custom luxury publishing will also remain strong in my view – big, luxury brands will still advertise, and want beautiful products to advertise in – hopefully a commercial imperative that will result in a raising of editorial/design standards in Dubai.

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