An Esquire Magazine That Talks? That's just crazy.

In 2005, I called on Boston Magazine repeatedly and tried to convince them that their magazine needed to not only go online with more content, but become part of the local conversation by engaging consumers to contribute their voice to the publication. The web could make that happen.

As we approach the dawn of 2010, we see Esquire making big noise about their new interactive magazine. The cover actually reads: "A living, breathing, moving, talking, magazine?" "WTF?!"
If I were publishing Esquire, I wouldn't say WTF. I would say "hold on we're just getting started", and I'd release a flurry of new ways to engage my readers and get their feedback. They seem to have surprised themselves. In the age of social media, their audience and advertisers expect this and more. It's not augmented reality, it's media's new reality.