NatMags managing director Jessica Burley said the new website would not be a mirror of Esquire's magazine content, but would add value and broaden its appeal, as had happened with other titles such as Cosmopolitan and Good Housekeeping.
Burley said: "People on our websites are not exclusively readers. Not everyone interested in recipes would read Good Housekeeping, but in terms of broadening the brand, it will have an impact on the sales base.
"It's a broader audience than those who might have touched the brand in the magazine format."
The publisher bought digital media company Handbag Group in October last year and has been investing heavily in web development in the past year, so far relaunching sites for Cosmopolitan, You & Your Wedding, Country Living, Good Housekeeping and Men's Health.
Along with Esquire, NatMags is currently overhauling the websites for women's magazines Harper's Bazaar and Prima, as previously revealed by Media Week (30 January).
The US version of Esquire relaunched its website last week with new original content and interactive features. Burley would not elaborate on plans for the UK site revamp, but it is expected it will include similar features to that of the American site.
Currently, the UK site features brief synopses of articles in the current issue as well as some older pieces, but little more.
Profile, page 18.
_1.jpg)
.jpg)
