Esquire is taking a different route than most magazine brands are with the iPad: Instead of just publishing the magazine, it’s publishing apps, like Hardest Puzzle Ever. As All Things D reports, it’s a smart way to use the brand power behind the title:
The idea is to take the publishers’ powerful brands and intellectual capital, and make something that isn’t a digital replica of a print publication.
Hardest Puzzle Ever is a puzzle/trivia game, and it allows users to play the first level for free. After that you must pay $4.99 to continue playing the entire game.
Selling branded apps is a good way for magazine’s to get some money from readers in addition to the magazine, so expect much more of these to emerge over time. Will you end up using them more than once? Probably not, but like your mom probably told you, life isn’t fair.