NEW YORK (AdAge.com) -- First Esquire's October issue came with a battery-powered cover that blinked and flashed. Then the February issue had a flap on the cover with an ad inside.
Now the May issue of Esquire, on sale April 10, is coming perforated to split into a flip book that will let readers play mix and match with the facial features of President Barack Obama, George Clooney and Justin Timberlake.
See the May cover in action in this video.
The inside front covers and following page belong to mix-and-match ads for the History Channel's new series "Life After People."
The magazine said the cover innovations are coming from Editor in Chief David Granger, who wants to engage his readers and push the boundaries of print.
Covers are fairly sacred ground for magazines, so recent developments such as the ad on the cover of Scholastic magazine has worried some in the industry. Covers also loom large for Esquire in particular. The magazine, part of Hearst, published a run of striking covers by George Lois in the 1960s.