How do you keep print alive in a digital world? That is a big question these days. To help keep the printed page relevant, Esquire is testing adding app-triggered interactive features to print editions by partnering with a company called Netpage.

Netpage’s tool is called Digital Twin. A user points this smartphone app at a Netpage-enabled print page which creates a digital replica of the printed page from the cloud. In this environment, a user can clip and share content digitally and even watch videos. A code is not required.

The December 2012 issue of Esquire is the first magazine to use this new tool. The entire magazine has been doctored to become interactive. From now on, all issues of Esquire will be Netpage-enabled and next year Hearst plans to use this app with even more titles.

In this episode of “Cubes,” we take a behind-the-scenes tour of Hearst Tower, home to the likes of Esquire, Marie Claire, Cosmopolitan, and Elle. The LEED-certified building contains an exclusive health club, a top-secret app lab, and a dining room that has hosted several U.S. presidents, among many other amazing features.

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