The cover of Esquire has a quick-response code that leads to a video of Bill Clinton.As Republicans battle to see who will win the presidential nomination, a familiar Democrat is turning up on covers of Esquire magazine’s February edition: Bill Clinton.
Mr. Clinton, who graces the magazine’s print cover, will also greet readers who scan a quick response or QR code on the cover of the issue with a video message.
“Hi. I’m Bill Clinton,” he says. “Welcome to Esquire and to the edition on things we can all agree on. Our economy is in a tough spot right now. We just have to remember we are all in this together. And if we’re going to build a better future, we have to do it, together.”
Past issues of Esquire, owned by Hearst, have included iPad-only video greetings from cover subjects like Justin Timberlake. To allow non-iPad toting readers to get a taste of Mr. Clinton, Esquire editors used a QR code that can be scanned by any smartphone.
“We felt that this was important editorially to get this message out to as many readers as possible,” said Richard Dorment, a senior editor at Esquire, adding that Mr. Clinton did not have a prepared script for the video.
“There’s a great sense of tension in the country between regions, ideologies, political parties,” Mr. Dorment said.
The issue celebrates 79 “things we can all agree on,” with Mr. Clinton being the first of the 79. Other things Esquire editors think the country can agree on include Egg McMuffins, Tina Fey, Navy Seals and that it’s better to “read the paper on paper.” The number 79 has special significance to Esquire: the publication celebrates its 79th year in 2012.