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US readers of Esquire are soon to be exposed to the publishing industry's latest attempt at re-inventing itself: a magazine with a flashing cover.

The September issue of the magazine will have a tiny built-in battery, which will power a display on the cover that flashes the words 'the 21st Century Begins Now.'

The flashing cover was produced by Esquire in conjunction with E Ink, a Massachusetts company whose technology was used in the Kindle, the "e-reader" device made by Amazon. Esquire first had to hire an engineer in China who could build a battery small enough to be inserted in the cover

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