.... a forthcoming issue of Esquire will likely be the poster child for the change. According to David Granger, Esquire's editor in chief, rags have generally "looked the same for 150 years," but all that will change when 100,000 copies of the September issue arrive on newsstands with a flashing electronic cover.

....

 

http://www.engadget.com/2008/07/21/e-ink-responsible-for-esquires-flashing-magazine-cover/

That's insane. So much money spent on it...

So what happens if the magazine gets wet? Like if it's at a newstand that gets rained on a bit. Do they malfunction?