According to David Granger, editor-in-chief of Esquire, the innovative ad was 16 months in the making, with the publisher having first contacted E Ink in summer 2007.
“This cover is both a breakthrough for magazines and an expression of the theme of our anniversary issue,” he explains. “The entire issue is devoted to exploring the ideas, people and issues that will be the foundation of the 21st century.”
In a sense, the ad already was a success before it ever appeared because a press release sent out weeks in advance generated a great deal of coverage in print and online media. Stories run by the New York Times, IDTechEX and other sources reported that the publisher made a six-figure investment in the development of a battery small enough to fit in the cover.
The batteries and displays were said to have been manufactured in China and shipped to Mexico for insertion into each magazine by hand. Finished issues were to be transported in refrigerated trucks to preserve battery life.
An interesting aside to the story was the amount of coverage that focused not on the technology innovation and its marketing merits, but instead criticized the environmental impact of its production and disposal.
CARLSTADT, NJ—Under new licensing agreements signed with Pantone Inc., support for the PANTONE MATCHING SYSTEM and Goe System will now be available from Exstream Software by HP in its Dialogue 7.0 software and with all Kodak Nexpress digital color presses in early 2009.
ROCHESTER, NY—Kodak’s Print On-Demand Solutions Group reports implementing JDF-based integration of its CREO color servers to the Hiflex MIS solution and Printable Technologies’ FusionPro variable data publishing and Web-to-print solutions. Both products communicate job parameters (such as customer info, order number, etc.) to the servers. With the Hiflex MIS, the servers can return job processing updates (status, processing times, etc.) via JMF messaging.