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Inside Esquire's Battery Powered Cover

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Uploaded by on Sep 10, 2008

NEW YORK (YouTube.com/AdAge) -- Newsstands have never seen anything like Esquire's October edition. Its cover blinks. Meanwhile, its inside cover also features a blinking Ford ad. The digital enhancements are all a part of the Hearst publication's 75th anniversary as well as its attempt to pioneer a new magazine publishing concept. 100,000 of the battery-powered covers were hand-assembled by work crews in China and Mexico. Ad Age visited the Essex, Connecticut, company that managed those global production logistics.

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  • @spleenblender The thing is, digital paper isn't supposed to be thrown out. The whole idea is (supposed to be) that you can keep using it, unlike normal paper.

  • I hoped for more photos/closeups of the

    internal works ... something promised by

    the title "Inside Esquire's Battery Powered Cover".

  • What a huge waste of resources. A desktop computer or a laptop can be reused to display ANY media. These electronic components will just be thrown out and never used again...

    I for one will never buy and digital paper bullshit.

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