EXCLUSIVE: Rob Juster, Esquire Network‘s head of digital, has left the NBCUniversal cable net, a co-venture with Hearst. Juster was a 10-year G4 veteran before segueing to Esquire after NBCUniversal made the decision last summer to rebrand Style as male-oriented Esquire and stop programming game-themed G4. Juster was named head of digital, reporting to Esquire head of marketing Deena Stern, who also oversees other areas, including digital.
Related: Esquire Network Names Three New VPs
It has been a slow build for Esquire, which lost more than 60% of the Style audience after the September 2013 switch. As it has been adding originals, the channel has made inroads in young demos, posting three consecutive quarters of growth among adults 18-49 and adults 18-34 and logging its best month yet in June in demos and total viewers. It has turned around the network’s gender skew, from 20% male at Style a year ago to 64%. But it has yet to reach the overall viewership levels of predecessor Style. In the second quarter, Esquire averaged 85,000 viewers in primetime compared with 126,000 for Style and 120,000 for G4 for the same period last year. Esquire may be able to close the gap in July, having just posted a week that was up from Style’s averages in both 18-49 and total viewers. The network’s top series in the adult demos is G4 import American Ninja Warrior.
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