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Esquire Partners With Mojo to Offer Interstitials

Nov 29, 2007  •  Post A Comment

Esquire magazine is partnering with Mojo, the all-high-definition channel catering to upscale men, to create on-air high-def interstitials offering style and service information.
Mojo approached Esquire with the idea as it looks to expand the network’s brand in the most innovative way with a limited marketing budget, according to Stacie Gray, senior VP of marketing and creative for In Demand Networks.
“We tried to think of other brands that reached our target audience and brand values, and Esquire was at the top of the list,” she said.
“At Esquire, we continually strive to deliver a product that educates our readers so that they can always be at their very best,” Kevin O’Malley, VP and publisher of Esquire magazine, said in a statement. “Working with the leading hi-def television channel Mojo, Esquire has the distinctive opportunity to provide our lifestyle tips in an innovative and entertaining manner.”
Although the network shot and produced (all in HD) 12 of the 30-second interstitials, Ms. Gray said she’s not sure Mojo will use all of them. Mojo plans to spread the content out over three months so it doesn’t burn out too quickly.
Ms. Gray pointed out that the interstitials were designed to be simple and abstract and rarely, if ever, show men’s faces.
“I tend to think guys are turned off by models,” she said. “Guys like to project themselves into something.”
This is seen in the “two essential blazers every man should own” interstitial.
Future interstitials will focus on fashion and lifestyle tips such as how to cook the perfect steak and how to pack for a weekend.
Both Esquire and Mojo, which target the same affluent-male demographic, envision the possibility of ongoing interstitial partnerships that could involve third-party advertisers featured in the pieces, the network said. Ms. Gray said these interstitials could inspire future short-form programming on Mojo.
“You can’t do a whole show about how men would dress,” she said. “They wouldn’t watch a whole show. Small segments are usually better.”
The blazer interstitial will begin airing this week during Mojo’s prime-time programming and will be available on both Esquire’s and Mojo’s Web sites.

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