The search marketing team at clickmate are always on the lookout for digital editions of their favourite magazines, so we were delighted to see the launch of The Esquire Weekly App.
So many digital conversions/alternatives are a disappointment, so there will be many critical eyes on the digital version of this popular magazine. Not least, advertisers will be keeping a watchful eye on the numbers of users, the all-important measure of a platform’s reach and success.
The team behind the App claim they have worked hard to bring new features to the digital user, including interactive functionality and video sections. There is also an integral ecommerce functionality which will help users buy products, or services, that have been featured.
Alex Blimes of Esquire told the launch presentation audience: “We are not trying to just present a PDF on the glass, we are not trying to just add bells and whistles to an existing print product and we think that advertising can do that too. They can start creating things that are specifically for tablets, and we are the perfect brand to launch those things with.”
We know from experience how hard it is to translate success in a traditional format, to success in a digital format.
Following its launch last week, it won for itself second place on the App’s Store men’s interest category with nearly 90,000 downloads over its first weekend available.
A great start, but the proof of the pudding is in the eating!