
Zoo’s Company: The Story Behind the Men’s Mag Zanesville Story Smackdown
While the Giants clinched victory down in Indianapolis Sunday night, a contest of editorial mettle was taking place between New York’s top men’s magazines.
Shortly before kick-off, The New York Times reported that Hearst’s Esquire would post a movie-style trailer for a March print story about the Zanesville zoo massacre (remember when that suicidal exotic animal collector released 56 dangerous animals into a small town in Ohio?) along with a preview of the piece by Chris Jones. The latest in a series of editorial widgets (last month’s: a QR code on cover boy Bill Clinton’s crotch!), the trailer was designed to build buzz and boost sales of the print issue. The full story and a longer trailer would be online later, according to The Times. Read More

