Esquire’s Mobile Service

Hearst has launched a mobile service for its Esquire magazine — m.esquire.com — which is notable because it takes a different tack than most mobile services from magazines, which offer up-to-the-minute content and “useful services”. Instead it has various Esquire content from up to 60 years ago parsed into bite-sized chunks, reports MinOnline. “This probably isn’t “must-have” content. Even Granger asks, “Is it necessary to my life or anyone else’s life? I don’t know.” But the content is surprisingly entertaining. One of the things that Esquire Mobile taps is our taste for browsing content on a handset. In its jokes database, style notes, and even its 70 Greatest Sentences (from Capote to Styron), the site parses the content down to bite-size chunks but also lets users drill endlessly into them. You keep getting pulled in for just one more quote, one more clever rule, one more obscure drink recipe.”