With print magazine iPad apps launching almost daily, a few leaders (Popular Mechanics) and losers (Time) have already emerged. Esquire, however, has gotten nothing but praise for its entry into the field, including a nod for being more than just “another magazine under glass.”
“I feel like a lot of it is better than a print magazine,” he told mediabistro.com founder Laurel Touby. “How do you take the print magazine and make it very, very engaging? It’s a little bit of an extension of the brand and the content that Esquire produces. What [publishers] really want is to see their brand move to the new space in a richer way.”
But, if you’re a publisher thinking of saving some coins by going DIY for the iPad, don’t. “As a platform company, we’re much cheaper and we’re much better quality,” said Lema.