December issues come out this week. I’m giddy about seeing ours. In the foreign magazine section, Hearst Corp, big-time media company and magazine publisher, announced a few weeks ago that Esquire would launch a new “augmented reality” issue for release in December. And just the other week, they finally unveiled they’re newest invention that, while it promises some moments of pure fascination and awe, still begs the question, “What now?”

On the cover of Esquire’s December issue is the new Sherlock Holmes, Robert Downey Jr. in a three-piece suit, proudly showing the package between his legs. It is this device, along with a program you need to download off the Esquire website and a web cam, that enables the actor to literally jump off the cover. Awesome sh*t.

Once the AR program is installed, users will have to point the “marker” located at the bottom of the magazine towards the web cam to activate the feature. For the cover, Robert Downey Jr. does a song and dance, among other things. Inside, a fashion photo shoot changes the model’s clothes and the weather, depending on how you hold and rotate the magazine. Their monthly “Funny Joke from a Beautiful Woman” section has actress Gillian Jacobs tell another joke, and there’s an ad from Lexus, which reportedly shouldered the cost of the AR issue coming in at six figures according to Wall Street Journal.

Esquire’s Augmented Reality Issue: A Tour

While AR seems to be a huge leap in the print medium, attempting to tie in the web element of Esquire, Augmented Reality feels like another passing fancy. It’s a chore to download and install the AR program. And after viewing the few pages AR is featured in, you’re left with, well, a magazine. And no one buys one for AR and AR alone.

The tactile experience of holding a magazine is still a whole different experience. Augment it as you may want, in the end, it’s content that matters the most. And that’s what made and still makes Esquire one of the best men’s magazines in the world. And that’s why people still buy magazines. Great idea, but what now?

Still, if there’s one thing I’ll always like about Esquire, it’s their original content and the punk-ass attitude with which they present them. Only they can put “WTF?!” on their cover and get away with it.