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'Esquire' Cover to Add Electronic Headline

The New York Times , Tuesday, July 22, 2008 9:15 AM

You have to start somewhere. To celebrate its 75th year, Esquire will welcome technology with an electronic September cover that flashes the words, "the 21st Century Begins Now," on newsstands. It is very similar to the flashing signs in supermarket displays.

Editor David Mr. Granger knows some will see the cover as a gimmick -- but he says the technology behind it speaks to the possibilities of print.

The flashing feature is sponsored by Ford, which will have an ad for the Ford Flex on the inside cover using the same tech. "We wanted the marketing for this vehicle to include motion as much as possible," says a Ford spokeswoman. Esquire has exclusive print use of the technology through 2009.

Read the whole story at The New York Times »

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