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David Granger Discusses Changing Male Reader

David Granger has been editor-in-chief of Esquire since 1997. That’s one hell of a tenure. In 1997, people still cared about Marilyn Manson. That’s how long ago 1997 was. Because Granger has overseen the title for so long, he has insights into the magazine world that others don’t. Granger shared a few with Adweek, but below are our favorites.

How Esquire dealt with the post 9/11 environment:

Esquire’s role in that time has been to explore all of the issues, trivial and massively important. We’ve also been optimistic and forward-looking. Even though I worry about everything and am motivated principally by fear, I’m also deep down deeply optimistic.

On men caring about fashion and style:

If you look back to the beginning of the 20th century, men were deeply concerned [about their looks]. Look at fashion coverage in the 1930s. It was expected that a man was a little bit of a dandy. Throughout history, men have many times been really concerned with their outward appearance. So this isn’t an anomaly.

On what male readers respond to the most:

When we address really basic parts of the male experience like being a father, being a son, their first job or career, the relationship with the women they care most about, we get so much response. It is so amazing. I think we need to pay a lot more attention to the positive influence men can have on other people and the culture at large.

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