Not since the November 3, 1948 Chicago Tribune erroneously blared "Dewey Defeats Truman" has a publication's cover caused such a visceral stir among its readership. Attempting to make a solid technological statement, the October 2008 cover of Esquire magazine featured two embedded 2 ¼- x 5-inch E-Ink panels.
One panel (located on the inside front cover) was dedicated to a Ford Motor Company ad for its new crossover vehicle, Flex. The second panel was boldly situated smack dab, top, center on the magazine's front cover. In case you weren't too sure about what this cover was all about, Esquire helped you with a top banner callout that puffed, "The World's First E-Ink Cover."
On the front cover's E-Ink panel, Esquire proudly proclaimed, "The 21st century begins NOW." Supporting the cover's main title, there were five graphic images and a tongue-in-cheek footnote: "*Three hours later, on the West Coast." All of which was perfect fodder for naysayers.
Decried by environmentalists and denounced by critics, the Esquire E-Ink cover did succeed on two very important points: this special edition was a sellout and the technology is accessible to everyone who likes to tinker.