Last month, we learned that Esquire was once again going experimental, this time with its December issue featuring augmented reality. The issue is now available, and readers that have it can head to Esquireâ??s website to check out the special augmented reality features.

In addition to featuring an AR cover, where Robert Downey Jr. introduces you to the issue (and throws in a pitch for his upcoming movie Sherlock Holmes), there are several pieces of bonus content that can be accessed and controlled on Esquireâ??s website by downloading an app and pointing the AR marker at your webcam.

I got an early look at the issue last week. As Editor-in-Chief David Granger demos below, the AR features all supplement content in the print magazine. So, for example, in one of the magazineâ??s fashion features, tilting your magazine in different directions controls the weather, and the model adjusts clothing appropriately. Thereâ??s also a time-based joke â?? check out the AR component after midnight and the content is different than what you find during the day.

The goal here, of course, is to sell more magazines, so the AR features will only be accessible to those holding a print copy for the next two weeks. And although Granger told The Wall Street Journal the feature is a â??gimmick,â?? he told me that he does see some potential for bringing AR back in the future.

For example, in addition to the type of bonus content you see in the December issue, other features like â??soundtrack of the issueâ?? could include an AR component that lets readers listen to it for free online he says. Thereâ??s also advertiser interest (which offset some of the cost) with Lexus taking two AR ads in the initial run.

The savior of print, this likely is not, but it wouldnâ??t surprise me to see this model used from time-to-time as a way of pushing users to buy the print edition of a magazine, especially when the content on the other end is something unique and exclusive (in Esquireâ??s case, itâ??s more fun and cheeky, but so is the publication).

Hereâ??s Gragner demonstrating some of the features:

Can AR get you to buy print again? Share your thoughts in the comments.

Tags: Augmented Reality, esquire



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