A recent David Carr column in The New York Times reveals how Esquire held onto its "narrative horsemen," and brought itself into the iPad era while not compromising its literary heritage (much).
Editor in chief David Granger kept the faith with the long form, but innovatively used the magazine's iPad app to keep the publication from being "just another magazine under glass" as Mashable—the social media news blog— put it. The result is a revived magazine with increased ad pages and page views. According to Carr "Advertiser like to see a legacy brand show muscle in a new realm."
