Something is up. Majorly up, with the new issue of Esquire. They claim that by holding up your copy of Esquire to your computer, these little encoded bar code-type do-hickeys will bring the thing to life on your computer. Robert Downy Jr. just my dance… DANCE FOR YOU. The new Sherlock Holmes doing a jig for you on your laptop? Neat-o. Right?
Well. Not really.
Here’s what you need to have to make this work. You need to download some program from esquire.com And you also need a webcam. And then you need to start up the program and point the webcam at your magazine and then… stuff starts moving.
Neat. Will it save the print industry? I can’t imagine that it will. Seems more like a Little Orphan Annie decoder ring sized disappointment. Product placement, webcam giveaways, hits on the Esquire.com website to fuel online web ad sales. I’m a guy who loves print media. And loves Esquire. And therefor, sees this entire Augmented Reality distraction as just that. A distraction. Cool? Sure. But a gimmick none the less.
Here’s Esquire’s editor in chief, David Granger, with a preview.
End of summer clearances + new arrival sale reluctance = stuck between seasons.
Sunday & Monday only. Shawl collar sweaters. Quilted jackets. Lots of new fall arrivals. BRF…
Huckberry has refreshed their sale section.
But will any of it go on significant sale anytime soon? Attempted analysis of sale…
"Who are you wearing??" ... "The Sale section. All of them."