ESQUIRE magazine started in the early '30s, in full Great Depression, when David A. Smart, Henry L. Jackson and editor Arnold Gingrich decided to create a fashionable men's magazine. Many have called them crazy. After all, how to launch a new magazine in the middle of the great depression and charge 50 cents. The Esquire debuted with articles written by Ernest Hemingway, Nicholas Murray Butler, Gilbert Seldes, Ring Lardner Jr., Gene Tunney, and tales of John Dos Passos, Erskine Caldwell and Dashiell Hammett. In the 1940s, the popularity of the Petty Girls and Vargas Girls provided a circulation boost. It covered topics such as luxury cars, the drinks fashion, gastronomy sophisticated, jazz news, among other issues.
The Napkin Fiction Project.
In 2007 Esquire launched the Napkin Fiction Project, in which 250 cocktail napkins were mailed to writers all over the country by the incoming fiction editor, in a playful attempt to revive short fiction — "some with a half dozen books to their name, others just finishing their first."
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