ESQUIRE MAGAZINE AND MOJO HD CHANNEL PARTNER TO PRODUCE A SERIES OF BRANDED SHORT-FORM STYLE SEGMENTS
New York – November 26, 2007 – Esquire Magazine and the high definition channel MOJO are embarking on an innovative strategic partnership that emanates from the compatibility of the two brands, one established and one emerging. The companies today announced a unique partnership whereby they’ll produce “Take it from Esquire” on-air interstitials based on style and intelligent service information from Esquire. The highly stylized series of interstitials, each approximately thirty to forty-five seconds in length, will cover a wide range of topics from how to grill the perfect steak to essential wardrobe tips. Indeed, while the interstitials will air initially during MOJO’s prime-time schedule beginning in late November, 2007, the partnership spans across platforms, including video, online and print.
“We’re thrilled to be working with Esquire, one of the most highly regarded men’s magazines of our time,” said Stacie Gray, SVP, Marketing & Creative for iN DEMAND Networks, parent company of MOJO. “This partnership enables our complimentary brands to connect with our audiences in new ways.”
“At Esquire, we continually strive to deliver a product that educates our readers so that they can always be at their very best, said Kevin O’Malley, VP and Publisher of Esquire magazine. “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.”
Both companies, which target a similar affluent male audience, foresee an opportunity for ongoing interstitial partnerships that could involve third party advertisers as featured products in the pieces.
The interstitials will also become video content on each company’s website; www.mojohd.com and www.esquire.com. Sony Pictures Television Advertiser Sales is the exclusive sales representative for MOJO.
Esquire (www.esquire.com), published by Hearst Magazines, was the winner of the 2007 National Magazine Award for “Reporting” and the 2006 award for “General Excellence,” and is the most-honored monthly magazine in America with a total of 19 awards. Readers can also interact with the brand on the digital front, with Esquire Mobile (m.esquire.com). In addition to its U.S. flagship, Esquire publishes 16 editions around the world.
MOJO (www.mojohd.com) was created exclusively for the discerning upscale male, with attitude, wit and style, and became the network name as of May 1, 2007. Formerly INHD, it has been a pioneer in hi-def television since 2003, and is among the most widely distributed HD networks on cable. It consistently earns high marks from HD viewers for the pristine quality of its 1080i picture and 5.1 sound and ranks as a viewer favorite. Original shows are about wide-ranging upscale men’s interests including high tech, finance, comedy-reality, adventurous travel, music, cuisine and spirits. Other programming includes high profile professional and college sports, movies, concerts and big events. The network is 100% high definition and available as part of the HD offerings from Comcast, Time Warner Cable, Cox Communications, Charter Communications Inc., Cablevision, Bright House Networks, Mediacom, Patriot and others. MOJO is owned by iN DEMAND Networks, whose members are Comcast iN DEMAND Holdings, Inc., Cox Communications Holdings, Inc., and Time Warner Entertainment - Advance/Newhouse Partnership.
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