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Men’s books have a mixed bag of news. Now that Esquire Gentleman has been launched and Esquito’s new publisher is installed, they “will be going more aggressively after a broader range of accounts,” predicted Pollard. Vibe also will skew male and shuffle some dollars. The field has seen cutbacks this year from clients like Anheuser-Busch, Lee Jeans and Gatorade, some publishers said. One expected some of the business to resurface by next year; others said the Lee business in particular is nothing to be proud of or much missed, that the account is known for annoying demands of rate-cutting and positioning.
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