Will the Esquire Network Attract Advertisers?

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By: Dwayne W. Waite Jr.

Who would have thought that with the purchasing power of women rising, and households with women earning the higher share of the income, that men would become a hot target for advertisers?

Yes, as the world continues to flip over, men are slowly rising in advertising relevance. Serious consideration, mind you, not with the usual hyper-masculine silliness.

For example, NBC announced that they are folding the G4 network (sorry gamers) and are partnering up with Esquire to create a new network: The Esquire Network. Insiders and those close to the deal are calling it an "upscale Bravo for men."

Interesting.

The Esquire Network will pull some programming from NBC (like Parks & Recreation), and some concepts from Esquire Magazine (like "jokes told by a beautiful woman"). The goal is to capture those educated "modern" men looking for high-quality programming, and those men who have some disposable income.

This is not a bad idea. But is this the right time for it? Will advertisers see the benefit of pouring marketing dollars into a network targeting the modern man? It's possible. Multiple studies and consumer reports have shown that men these days are caring more about their physical appearance and hygiene than ever before. Men are more actively searching for ways to connect with other men than in the past, too. Maybe it is time.

AdAge too covered that H2, formerly History International, is polling overwhelmingly to men, and the media buyers and programmers are trying to capitalize on that. It seems that the anti-Spike TV, programming that is smart, informational, and relevant, may be the next big wave for male-oriented programming.

At least, we're sure that's the pitch brands are hearing.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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