Magazine Makes News Flash - Really

Magazine Makes News Flash - Really

Anthony Nguyen
Jul 24, 2008

Some tech we guarantee you've never seen before, from Taryn.

Esquire is teaming up with E Ink to bring you an electronic cover in September that will flash the words,
"the 21st Century Begins Now," in an effort to celebrate the magazine's 75th year in print.

In a New York Times story by Tim Arango, Esquire magazine's editor in chief, David Granger, describes the magazine's attempt to add this September's issue to its museum of iconic covers. (In NYC, this museum is literal, located on the third floor of the Museum of Modern Art.)

Hearst, Esquire's parent company, who is still showing off a plugged-in prototype magazine, had to invest the seed money needed to create a battery small enough to fit in a magazine. The battery will run out of power after 90 days.

The tiny batteries were designed by a Chinese engineer Esquire's parent company hired, then manufactured in China. The magazines are assembled with the electronics in Mexico, then shipped to the magazine distributor in Kentucky via refrigerated trucks.

A look at E Ink's website shows a similar product to the one that may be in development for Esquire's September cover called "Ink-In-Motion."

>From E Ink:
"Ink-In-Motion is a flashing electronic display that combines the proven promotional effectiveness of motion with the visual appeal of ink-on-paper."

But subscribers, and most others, will have to sit this one out. The electronic cover will be used in only 100,000 copies that go to newsstands — Esquire's overall circulation is about 720,000.

- Taryn

[Photo of David Granger: Hiroko Masuike for The New York Times]

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