Guest Column: The Promised Land

With the ‘entanglement’ of old and new media, magazines can do ‘just about anything.’

Esquire's February issue featured model Brooklyn Decker and an augmented reality app consumers could download to their iPhones from a code on the magazine to capture a visual image of Decker on their iPhones.

Readers could have their photo taken "with" Brooklyn Decker as if she were standing next to them in a Barnes and Noble store. (The photo pictures Esquire staff member Ben Caruba with the augmented reality Decker.)

Esquire created a fashion collection, which featured a commerce component, enabling readers to buy the featured apparel.