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Inside Esquire's Battery-Powered Cover

3 Minute Ad Age, Sept. 10, 2008

By Published on .

NEW YORK (AdAge.com) -- Newsstands have never seen anything like Esquire's October edition. Its cover blinks. Meanwhile, its inside cover also features a blinking Ford ad. The digital enhancements are all a part of the Hearst publication's 75th anniversary as well as its attempt to pioneer a new magazine publishing concept. One hundred thousand of the battery-powered covers were hand-assembled by work crews in China and Mexico. Ad Age visited the Essex, Conn., company that managed those global production logistics.

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