Video Ads To Appear In Print Magazine

An upcoming issue of Entertainment Weekly’s print magazine will feature a video advertisement that plays on an embedded video player. The ad’s package will likely remind you of the heavy-paper packaging found in the novelty greeting cards that play sound. The player will have a roughly two-inch screen with a speaker embedded below it. Similar to the greeting cards, the ad will start playing automatically when the page flips open.

The player is scheduled to run ads for CBS shows and Pepsi. CBS and Entertainment Weekly have billed the video advertisement as the first to ever appear in a print magazine. CBS hasn’t disclosed what it is paying for the ad, but since the idea behind this new experiment is to charge a premium for advertising that will catch consumer’s attention, we would guess the bill is significantly more expensive than a regular ad. The player itself is made by a Los Angeles company called Americhip. The player should be able to withstand the binding processes and mail delivery.

The new video advertisement represents yet another change in the world of advertising. In recent years, we’ve seen major newspapers sell ads on their front pages (once thought to be very taboo). We’ve also seen magazines placing advertisements into cover flaps and including video promotions via DVDs.

The video inserts are set to appear in some copies of the fall TV preview issue of Entertainment Weekly which will be mailed to subscribers in New York and Los Angeles. Consumers viewing the ad will see characters from CBS's "The Big Bang Theory" talking up Entertainment Weekly and giving demonstrations that show how to navigate the different buttons that allow you to see additional clips. Additional spots will include a clip from "Two and Half Men," a sneak peek at the new CBS comedy "Accidentally on Purpose," and a preview of CBS’ fall drama slate. There's also an ad for Pepsi Max. 

* Editor's Note:  So this is how print media will compete with internet publications for advertising dollars?  Holy mackerel.  Come to Papa.  This is like taking candy from a baby.