Esquire Offers Interactive Print Edition Enabled by Netpage Mobile App

By Rob Scott
November 26, 2012

Hearst is going mobile to make the December issue of Esquire completely interactive, without the need for QR codes or digital watermarks. The Netpage application allows mobile users to access additional content or save and share content with friends on social media sites.
A Lexus ad, for example, can be activated with animation that turns into a 30-second video — and some products found in the issue can be purchased using the app. Scanning the cover leads to an exclusive video with actor Bradley Cooper. Readers can also interact with recipes and digital storefronts.
“Print publishers are embracing mobile to help drive deeper engagements with their publications as readers increasingly look to consume media via smartphones and tablets,” reports Mobile Marketer.
“Esquire’s readers and advertisers have come to expect leading-edge content experiences — this partnership with Netpage represents both a ‘first’ and a new standard for the industry,” says Jack Essig, senior VP, publishing director and chief revenue officer at Esquire.
“As partners in breaking boundaries, Esquire and Lexus will not only deliver a new means for engaging with our content but will also fuel the conversation around both our brands,” he adds.
“Going forward, all Esquire issues will be mobile-enabled via the Netpage app,” notes the post. “Hearst is also currently testing Netpage for other magazines with plans to launch more mobile-enabled titles next year.”

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