VIDEO: Esquire Rolls Out $2.99 iPhone ‘Issue’

Editor promises to deliver more magazine content via app

Some people I know like to rip their "innovations" as "gimmicks", but Esquire has been one of the few magazines willing to experiment with digital technology – or, at least, one of the few with the Hearst cash to do so.

It famously – or infamously, depending on your view – published an anniversary issue in 2008 featuring e-ink on its cover.

Then there was the perforated cover, featuring 27 different cover combinations (while not technically digital technology, the magazine was at least willing to experiment with the print medium on what has long been considered sacred editorial real estate: the cover).

Then there was the “augmented reality issue” in December.

Now comes a slick $2.99 iPhone application that contains its January issue: