'Esquire' leverages still photos of actress to promote June issue

NEW YORK: Esquire magazine conducted a blog outreach effort this month, leveraging the popularity of actress Megan Fox, to promote its June issue.

NEW YORK: Esquire magazine conducted a blog outreach effort this month, leveraging the popularity of actress Megan Fox, to promote its June issue.

Led by Matt Sullivan, the magazine's senior Web editor, the initiative focused on promoting still photographs of the actress, which were taken as part of a video feature for the magazine's Web site. The effort targeted celebrity, entertainment, and gossip bloggers, as well as fan Web sites, he said.

Sullivan added that he also contacted technology bloggers about the photo shoot, leveraging the type of camera used in the process. Promoting the magazine's content to outside media sources is a growing part of a Web editor's job, he explained.

"Obviously, it's a blogger's job to look out there at what's going on, but it's also becoming more and more an editor's job to enhance the relevance of a brand every day by - while not doing the bloggers' jobs for them, working on outreach," he said.

Because of contractual obligations, the magazine could not allow the video to spread virally on YouTube, blogs, and other Web sites, according to Sullivan. Esquire sent about 30 cease and desist notices to bloggers and operators of Web sites who posted the video, he added.

While the magazine's target demographic skews heavily toward men, its content is now more often attracting female readers, too, said Adam Schiff, SVP at DKC. The agency has served as Esquire's AOR for about a decade, he said.

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