Esquire Hard Copy Magazine to be Digitally Interactive
NEW YORK—Esquire announced that its December issue, on newsstands Nov. 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 the magazine. Readers can also play exclusive videos and purchase items right from the page.
Netpage is a new, free iPhone app for paper. It 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 e-mail, text, Facebook Twitter, and other social networks. This capability 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.
“We are always looking for ways Esquire can expand on the magazine experience,” says David Granger, editor-in-chief. “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.”
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 transitions into a 30-second Lexus video of the latest broadcast spot.
While every ad in the December issue of Esquire is Netpage-enabled for clipping, saving and sharing, only Lexus has exclusive enhanced capabilities.
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.
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.