BoSacks Speaks Out: Esquire Cover Lets Readers Interact with Brooklyn Decker
I believe that I am as red blooded as the next man,
By Bob Sacks
Published: January 21, 2011
I believe that I am as red blooded as the next man, well maybe more than some and less than some others, and I, too, wouldn't mind talking to and standing next to the model Brooklyn Decker. That is what this article is about - a campaign by Esquire magazine to send all red blooded Esquire readers all over cities looking for babes and magazine logos.
I think the stunt is pretty cool and I am sure that it will garner plenty of industry publicity. For that purpose it will most likely perform very well for the magazine. But it brings up a subject I have been pondering for quite some time. I have been to several meetings lately where publishers have suggested that PURLS and QR Codes will help save the print publishing business. I'm not so sure that is entirely accurate. Sure we should participate in the revolution of codes and offer any kind of dynamic interaction we can muster, but I am resistant to the idea that sending people away from the printed page to some cell phone activity or to the web is actually a good idea in the long term for printed magazines. I think I would rather prove the vitality of the printed page by spending the same money on stellar editorials or totally compelling writing.
At the end of the day a printed magazine should stand on its feet and proudly be what it is - a damn good read. All the other stuff is bluster, smoke and mirrors. If your magazine is a digital magazine, have at it and be all that you and the digital world can be. If it is instead a traditional magazine, than you to should be all that you can be. To me that would be accomplished by having the most addictive content possible. Sending your readers away from the printed page seems to me to be counterproductive to the long term survival of the printed product.
This concept and reluctance of mine not to send the readers away from the page is still under development. I would like to hear from my readers. What do you think? Is it a good idea? If it is, please tell me why.