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Scrolling, Flashing ‘Esquire’ Cover Sponsored by Ford

The 75th anniversary October issue of Esquire will feature an electronic cover with words and images flashing upon it. The cover, created using electronic paper display (EPD) technology, will scroll the words “The 21st Century Begins Now” when it hits newsstands in September.

To help offset the cost of the flexible, flashing cover, Esquire sold the inside cover ad to Ford; Ford will also use the EPD technology, according to Folio. No information on exactly how Ford will incorporate the technology into its creative was available, though the company did say that it will feature its Ford Flex in the double-page ad.

To create the cover, Esquire worked with E Ink, the electronic paper display technologies firm that developed the technology for Amazon’s Kindle and the Sony reader. Hearst, which owns a stake in E Ink, says this is the first time an electronic cover has been done. “The 21st century begins this fall. The entire issue is devoted to exploring the ideas, people and issues that will be the foundation of the 21st century,” editor in chief David Granger says.
Development of the EPD cover began about two years ago. Hearst wouldn’t share the final price tag for creating a scrolling cover, but Granger says the company hopes to find a way to bring costs down in order to do it again. He believes EPD technology could revolutionize the way magazines are read.