The Esquire iPad App is built using HTML5.

Bill Hill via Veritas et Visus High Resolution newsletter:

One of the magazines now available in the iPad App Store is Esquire. […] it is beautifully typeset and laid out, with very high quality photographs, graphics and advertising, and it’s a great demonstration of what you can do.

It was created with HTML 5 – not JPEG and Flash pages – and is about a sixth of the size of the issue of Wired which I reviewed in my earlier post. It’s highly readable. It looks beautiful. […]

The Wired iPad app is about 600MB in size. The point is you can create beautiful iPad magazines with HTML5, deliver them faster to your audience, and not force them to delete your back copies.