• The Associated Press, Wednesday, September 10, 2008 9:15 AM

Esquire has gone electronic, but it has nothing to do with the Internet. A 10-square-inch display on the cover of the magazine's October 2008 anniversary issue flashes the theme "The 21st Century Begins Now" with a collage of illuminated images. On the inside cover, a two-page Ford ad features a second 10-square-inch display with shifting colors showing the car in motion.

The flashing images have succeeded in boosting advertising in the issue and have generated fresh buzz about the Esquire brand, say editors.

Scott Daly, a Dentsu media buyer, says the concept is a needed shot in the arm for the newspaper and magazine industry. "A lot of people say there isn't much excitement in the magazine world, but this proves that there can be."

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