Esquire magazine has announced that it will be the first magazine to use an E ink display on the cover of a printed magazine. Esquire’s October issue will use the same sort of E Ink technology that we have seen in the Amazon Kindle and the Phosphor E Ink Watch we reviewed before.

The E Ink display will have enough power to run for 90 days on newsstands and the display will only be inserted into 100,000 copies destined for news stands. The display adds significantly to the cost of the issue since the battery tech had to be invented to power the display and still be thin enough to insert into a magazine.

Esquire partnered with Ford, the sponsor for the issue so that the E Ink issue will sell for the same price. Ford has an E Ink advertisement inside the cover for its Flex vehicle. Hearst, Esquire’s parent company, laid out six figures to develop the battery technology needed to make the issue happen and Esquire is the sole print magazine user of the technology for a limited time.

Via Esquire