Esquire magazine set to publish ‘augmented reality’ edition
Magazine publishers are desperately trying to hold onto their readerships, in light of plummeting circulation figures and advertising revenues.
Esquire magazine is no exception. In a move that is a little gimmicky, Hearst Communications Inc. plans to publish its next edition using augmented reality technology. According to the Wall Street Journal, augmented reality “mixes real-life images with graphics or other effects.”
In this augmented reality edition of Esquire, selected articles and advertisements will carry small stickers with black-and-white designs. When readers hold the stickers up to their web cams, 3-D images magically spring to life. The front page cover features an image of Robert Downey Jr.
In October 2008, Esquire attempted a similar bit of technical wizardry in commemoration of the magazine’s 75 anniversary. A limited number of copies of its front page featured an electronic ink display, complete with moving words and flashing images.
Esquire admitted that the e-ink cover created some buzz and led to a short spike in sales. Critics complained, however, that the enhanced cover lacked originality.
I think Hearst Corp. deserves credit for at least dipping its toes into digital waters in an effort to connect with readers and advertisers, who are increasingly younger, and who are increasingly bored with printed words on a page.
The big question about augmented reality is whether readers of print editions will take the time to hold their copies up to their web cams. It’s a neat idea in theory, and I can see a huge curiosity factor when people experience this technology for the first time.
If this technology has legs, we’ll see more of it. If not, it’ll go the way of the e-ink cover.
The December issue of Esquire goes on sale November 16th.
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Augmented reality? Holding the magazine up to a Web Cam? Whatever happened to great writing and great photos? I guess in today’s young, hip, computer-savvy generation, they are going the way of the Do-Do bird and that’s a real shame!!