Esquire magazine will be marking its 75th year of publication this September with an electronic cover.
According to an article in The New York Times the cover will flash “the 21st Century Begins Now,” thanks in part to a tiny battery inserted in the magazine cover. The batteries will be inserted by hand into each magazine cover, and shipped to Esquire distributors in refrigerated trucks to preserve battery life. If all goes well the magazine will be flashing its message for 90 days.
"I hope it will be in the Smithsonian,” David Granger, Esquire’s editor in chief, told the Times reporter.
Granger also said, according to the Times article, that he “knows some will see the cover as a gimmick — but he says he thinks the technology behind it, which has been used for supermarket displays but never embedded in a magazine, speaks to the possibilities of print."
"Magazines have basically looked the same for 150 years,” Granger told the Times reporter. “I have been frustrated with the lack of forward movement in the magazine industry ... the possibilities of print have just begun. In two years, I hope this looks like cellphones did in 1982, or car phones.”
And speaking of cellphones …
We think the most promising possibility of print is technology that transforms it into a truly interactive medium. Rather than flashing a message at readers, we believe it’s more interesting and effective to interact with them. Granted we’re prejudiced here, as our Snap.Send.Get technology does exactly that -- Snap.Send.Get transforms static print into a lively two-way conversation.
If you want to see another glimpse of the tech-enabled potentials of print advertising, pick up a copy of the July/August issue of Men’s Health, the first magazine in America to offer fully interactive advertising throughout the entire issue. We posted more about Men’s Health and SnapTell here. Rolling Stone magazine also recently used SnapTell’s Snap.Send.Get to interact with its readers.
To find out more about SnapTell’s Snap.Send.Get mobile marketing platform, please email us at firstname.lastname@example.org. And congratulations on your 75th anniversary Esquire -- we hope to hear from you soon.