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Showing posts with label ESQUIRE MAGAZINE. Show all posts
Showing posts with label ESQUIRE MAGAZINE. Show all posts
Wednesday, October 8, 2008
Monday, September 8, 2008
ESQUIRE MAGAZINE OCTOBER 2008 - E INK ???
WOW - I guess the future isn't as cool as I thought it would be...
READ THE REVIEWS
Hiroko Masuike for The New York Times
David Granger, Esquire’s editor in chief, now has all the pieces for an electronic cover after tracking the technology for years.
That illustrious history hangs over the magazine’s effort to celebrate its 75th year. Its attempt to add to the annals of museum-worthy covers includes a nod to the digital age: an electronic cover, using admittedly rudimentary technology, that will flash “the 21st Century Begins Now,” when it appears on newsstands in September.
“I hope it will be in the Smithsonian,” said David Granger, Esquire’s editor in chief, in a recent interview while showing prototypes of the cover — an early version has a cord sticking out that attaches to a battery pack.
If it does wind up in the Smithsonian, it will need a power source; on its own, the magazine will run out of juice after 90 days. Mr. Granger knows some will see the cover as a gimmick — but he says he thinks the technology behind it, which has been used for supermarket displays but never embedded in a magazine, speaks to the possibilities of print.
“Magazines have basically looked the same for 150 years,” Mr. Granger said. “I have been frustrated with the lack of forward movement in the magazine industry.”
Pointing to the prototype sitting on a conference room table, Mr. Granger said, “The possibilities of print have just begun. In two years, I hope this looks like cellphones did in 1982, or car phones.”
The company that produced the cover, E Ink, has a track record of innovation — its technology is used in Amazon.com’s e-book device, the Kindle. E Ink, a private company based in Cambridge, Mass., counts Hearst, Esquire’s parent, as a major shareholder.
“We are trying to combine a 21st-century technology with a 19th-century manufacturing process,” Mr. Granger said.
All of this, of course, is expensive. Which is why it was necessary for Esquire to find a sponsor. In stepped Ford Motor, which will have an advertisement on the inside of the cover that will use the same technology to promote its new minivan-sport utility vehicle, the Flex.
“We wanted the marketing plan for this vehicle to include motion as much as possible,” said Usha Raghavachari, communications manager for S.U.V.’s for Ford North America Marketing. “We had a desire to make our marketing launch as unique as the vehicle. This makes our print plan a little more energizing.”
Esquire has exclusive use of E Ink’s technology for use in print through 2009, and Mr. Granger said he hopes to come up with new ideas for it. “This is probably just a limited view of its use,” he said.
The electronic cover will be used in only 100,000 copies that go to newsstands — its overall circulation is about 720,000.
What Esquire is doing harks back to a big splash National Geographic made in 1984 when it introduced holography to the mass market by placing a hologram of an eagle on its cover.
Holograms did become widespread in things like greeting cards, even if they did not upend the publishing world.
“Part of the iconic DNA of the magazine is our covers,” said Mr. O’Malley, Esquire’s publisher. “I fully expect that in 25 to 30 years, this cover will be in a museum.”
READ THE REVIEWS
Hiroko Masuike for The New York Times
David Granger, Esquire’s editor in chief, now has all the pieces for an electronic cover after tracking the technology for years.
That illustrious history hangs over the magazine’s effort to celebrate its 75th year. Its attempt to add to the annals of museum-worthy covers includes a nod to the digital age: an electronic cover, using admittedly rudimentary technology, that will flash “the 21st Century Begins Now,” when it appears on newsstands in September.
“I hope it will be in the Smithsonian,” said David Granger, Esquire’s editor in chief, in a recent interview while showing prototypes of the cover — an early version has a cord sticking out that attaches to a battery pack.
If it does wind up in the Smithsonian, it will need a power source; on its own, the magazine will run out of juice after 90 days. Mr. Granger knows some will see the cover as a gimmick — but he says he thinks the technology behind it, which has been used for supermarket displays but never embedded in a magazine, speaks to the possibilities of print.
“Magazines have basically looked the same for 150 years,” Mr. Granger said. “I have been frustrated with the lack of forward movement in the magazine industry.”
Pointing to the prototype sitting on a conference room table, Mr. Granger said, “The possibilities of print have just begun. In two years, I hope this looks like cellphones did in 1982, or car phones.”
The company that produced the cover, E Ink, has a track record of innovation — its technology is used in Amazon.com’s e-book device, the Kindle. E Ink, a private company based in Cambridge, Mass., counts Hearst, Esquire’s parent, as a major shareholder.
“We are trying to combine a 21st-century technology with a 19th-century manufacturing process,” Mr. Granger said.
All of this, of course, is expensive. Which is why it was necessary for Esquire to find a sponsor. In stepped Ford Motor, which will have an advertisement on the inside of the cover that will use the same technology to promote its new minivan-sport utility vehicle, the Flex.
“We wanted the marketing plan for this vehicle to include motion as much as possible,” said Usha Raghavachari, communications manager for S.U.V.’s for Ford North America Marketing. “We had a desire to make our marketing launch as unique as the vehicle. This makes our print plan a little more energizing.”
Esquire has exclusive use of E Ink’s technology for use in print through 2009, and Mr. Granger said he hopes to come up with new ideas for it. “This is probably just a limited view of its use,” he said.
The electronic cover will be used in only 100,000 copies that go to newsstands — its overall circulation is about 720,000.
What Esquire is doing harks back to a big splash National Geographic made in 1984 when it introduced holography to the mass market by placing a hologram of an eagle on its cover.
Holograms did become widespread in things like greeting cards, even if they did not upend the publishing world.
“Part of the iconic DNA of the magazine is our covers,” said Mr. O’Malley, Esquire’s publisher. “I fully expect that in 25 to 30 years, this cover will be in a museum.”
Thursday, April 10, 2008
JESSICA SIMPSON - SHAVES FOR ESQUIRE ???
There was never any doubt Jessica Simpson's beauty regime was thorough.
But the blonde bombshell has just taken her primping to a whole new level.
The pop singer turned reality TV star has been pictured holding a razor to her face, which is covered with shaving cream for the cover of men's magazine Esquire.
The shoot is a recreation of a famous Esquire image of Italian actress and Marilyn Monroe lookalike Virna Lisi from March 1965.
Original: Virna Lisi on the cover of Esquire in March 1965
The photograph was originally concieved by esteemed art director George Lois as a provocation on women's liberation.
He said in 2005: "I spoofed the upcoming woman's movement by slapping shaving cream on the beautiful blond Italian actress Virna Lisi [because] no American beauty had the [guts] to pose for it."
Jessica, 27, has now stepped up to the challenge, although given her well-documented struggle to differentiate chicken from fish on her former reality show Nick and Jessica: Newlyweds, it's unlikely to be an effort at any kind of social commentary.
The divorced star, who now dates American football player Tony Romo, follows in Lindsay Lohan's footsteps in taking on an iconic look.
Wednesday, February 20, 2008
Wednesday, January 23, 2008
Monday, January 21, 2008
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