From Marketing VOX July 28, 2008
Digital Meets Print on Esquire’s Cover
The 75th anniversary October issue of Esquire will feature an electronic cover with flashing words and images. The cover, created with electronic paper display (EPD) technology, will scroll “The 21st Century Begins Now” when it hits newsstands in September, reports MediaBuyerPlanner.
To offset the cost of its digital-meets-print edition, Esquire sold the inside cover ad to Ford, which will also use the EPD technology, according to Folio. Nothing was revealed on how Ford would incorporate the technology into its creative, though the company did say that it will feature its Ford Flex in the double-page spread.
To create the cover, Esquire worked with E Ink, the electronic paper display technologies firm that developed the technology for Amazon’s Kindle and the Sony reader. Hearst, which owns a stake in E Ink, says this is the first time an electronic cover has been done. “The 21st century begins this fall. The entire issue is devoted to exploring the ideas, people and issues that will be the foundation of the 21st century,” editor-in-chief David Granger stated.
Development of the EPD cover began two years ago. Hearst wouldn’t divulge the final price tag for creating a scrolling cover, but Granger said the company hopes to find a way to bring costs to do it again. He believes EPD technology could revolutionize the way magazines are read.