It's not too flashy yet. "The order of the words will change," says Griffin. "There will be images that will turn on and off." The images are black-and-white in four shades of grey; a murky newspaper image, at best, but colored by a sheet of transparent, tinted plastic that will be fixed over the top.
Esquire can sell the e-paper covers at the standard cover price because of a Ford advertisement for the Flex, a crossover SUV, has "defrayed a lot of the cost," on a second sheet of e-paper on the inside cover.