Business News
ESQUIRE TO UNVEIL FIRST-EVER COMPLETELY INTERACTIVE MAGAZINE
Friday 16. November 2012 - Magazine Partners With Netpage to Create December Issue That Is an Entirely Sharable Multimedia Experience
December Issue on Newsstands November 20, App Available Today
Esquire announced today that the December issue, on newsstands November 20, will be the first-ever completely interactive, shareable magazine. By using Netpage, the app for paper, readers can now digitally clip, save, and share every article, ad, and photo from the print edition of Esquire. Readers can also play exclusive videos and purchase items right from the page for an entirely new way to experience a magazine.
“We are always looking for ways Esquire can expand on the magazine experience,” says David Granger, editor-in-chief, Esquire. “We did a cover on which words and images moved, we did the first augmented reality issue and now, by partnering with Netpage, we’ve made our December issue the first completely interactive magazine.”
Netpage is a new, free iPhone app for paper. Netpage makes the entire surface of every magazine page interactive. This makes it easy to digitally clip and save any article, photo, or ad or share it through email, text, Facebook, Twitter, and other social networks. Netpage is powered by a unique combination of image recognition, augmented reality and Digital Twin technology. No special code, watermarks or special printing processes are required.
Paul Morris, CEO of Netpage, says, “Esquire is the perfect publication for us to launch our ground-breaking technologybecause they consistently lead with innovation. We’re honored to be part of the future of Esquire, a great brand with a forward-thinking vision.”
Lexus is the first brand to take full advantage of the technology in the December issue with a two-page advertising spread for the 2013 Lexus LS F SPORT. When scanned using the Netpage app, the ad comes to life: taillights from passing traffic move by, the scene animates, and the headlights of the LS F SPORT turn on, shining brightly. The animation then seamlessly transitions into a 30-second Lexus video of the latest broadcast spot. While every ad in the issue is Netpage-enabled for clipping, saving and sharing, only Lexus has exclusive enhanced capabilities.
“Esquire’s readers and advertisers have come to expect leading-edge content experiences – this partnership with Netpage represents both a ‘first’ and a new standard for the industry,” notes Jack Essig, SVP, publishing director and chief revenue officer, Esquire. “As partners in breaking boundaries, Esquire and Lexus will not only deliver a new means for engaging with our content but will also fuel the conversation around both our brands.”
The December issue will also give readers the opportunity to support the Great American Things Collection, hand-curated by Esquire and in partnership with Made Collection and Netpage. Using Netpage, readers will be able to purchase American-made gifts from the Collection on the mademovement.com site, where an Esquire-branded storefront has been created.
Esquire has consistently been a leader in implementing technological change in the print arena. In October 2008, in celebration of the magazine’s 75th anniversary, Esquire issued the first-ever limited-edition electronic-ink cover, proclaiming “The 21st Century Begins Now” as the words and images moved and changed. The December 2009 issue featured the use of Augmented Reality, which when held up to a computer’s webcam, triggered an interactive experience that brought several features within the magazine’s pages to life.
The January issue of Esquire will also incorporate Netpage and be completely interactive, as will all issues going forward. Hearst Magazines has also committed to enabling additional titles in 2013.