Electronic ink is making its debut in mass media this week, as Esquire magazine uses the new technology to highlight its 75th-anniversary issue.
The technology consists of micro-capsules of ink controlled by an electronic charge that allows the image to change periodically.
On Esquire's cover, a 10-inch square display flashes a series of illuminated images illustrating the them of "The 21st Century begins now".
Electronic ink was developed by E Ink.
Use of the new technology has helped Esquire boost its advertising revenue in this issue, and newsstand sales are also expected to be up. It is printing 100 000 copies of the magazine with the electronic ink cover.
A possible future application for the ink could be the ability to update content once it was printed.