Hearst Magazines Releases Esquire App for iPad
(Press Release) New York, October 8, 2010 — Esquire magazine has released its first monthly issue for iPad, now available from the App Store. The first app from Esquire is a re-conceived and redesigned version of the magazine's October issue featuring functionality that, until now, has not been used in magazine apps.
The October Esquire can be purchased for $4.99. A new edition of the Esquire App for iPad will be available every month at approximately the same time the print edition of the magazine reaches newsstands. Lexus is the sole sponsor of the debut iPad issue, and two Lexus ads appear within the app.
"It's an amazing process-the reimagining of Esquire for iPad," said David Granger, editor-in-chief of Esquire. "With our first issue, we begin to tap into the potential of the device and with each subsequent issue, we'll find new ways to enhance the Esquire experience on iPad."
"Esquire for iPad is the perfect medium for our IS 'Music Track' commercial," stated Dave Nordstrom, vice president of marketing for Lexus. "This execution gives iPad users the opportunity to experience a more interactive spot as they click the ad to enlarge it, watch additional F-Sport equipment footage and visit the mobile Lexus site."
The October issue, currently available for purchase on iPad and at this link, contains some unique features and functions, including:
- A moving cover, featuring a walking and talking Javier Bardem, who welcomes readers to the magazine.
- Integrated 360-degree scrollable fashion photography. The front-of-book Style section has been enhanced so models and products can be viewed from all angles.
- Automatic video integration with headlines and images. In several instances (including the cover and the opener to the "Car of the Year" feature), an opening video begins to play as soon as the reader turns to the opening screen of a story. Example: The Car of the Year opener looks like a photo of a license plate (which is in the print edition) but morphs into a video where the car burns rubber and drives away.
- Magazine illustrations that come to life as animated shorts.
- User interactivity with video, audio and photography.
- An interactive quiz and an original survey that compares individual reader results with those from the general population.
- Readers are able to copy and save individual stories and images.
- Exclusive content: The app contains content throughout that is unique to the app edition, including an in-app novella.
- In the feature "Good Days at Ground Zero," about the rebuilding of the World Trade Center, users are able to view and manipulate an interactive rendering of the World Trade Center site, scrolling across the bottom of the screen to watch the progression from its current state to completion.
- Data capture with the integration of Medialets' mobile rich-media ad platform: Medialets offers the industry's most engaging and measurable mobile rich-media ad formats, including the new and highly flexible "Medialets Adaptables," and enables seamless delivery and measurement of rich-media creative, even when the device is offline, through its unique on-device ad server. Medialets Analytics will provide details on consumers' usage of the app as well as critical insight into how deeply consumers engage with advertising creative.
The Esquire App for iPad was developed by ScrollMotion, creators of the Iceberg Reader and a leading developer of electronic reader applications. ScrollMotion also created the magazine's app for iPhone and iPod touch in 2009. In both cases, readers are able to enjoy a unique and enhanced magazine experience.
"Working with Esquire has been such a gratifying experience because they are so willing to try new ideas," said Josh Koppel, chief creative officer of ScrollMotion. "Esquire on iPad is not a digital replica of the print edition; it is an entirely new medium that pushes the idea of what a magazine is."