Video Ads To Appear In Print Magazine

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News Posted: Thu, Aug 20 2009 6:53 PM
An upcoming issue of Entertainment Weekly’s print magazinewill feature a videoadvertisement that plays on an embedded video player. The ad’s package willlikely remind you of the heavy-paper packaging found in the novelty greetingcards that play sound. The player will have a roughly two-inch screen with aspeaker embedded below it. Similar to the greeting cards, the ad will startplaying automatically when the page flips open.

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

The new video advertisement represents yet another change inthe world of advertising. In recent years, we’ve seen major newspapers sell adson their front pages (once thought to be very taboo). We’ve also seen magazinesplacing advertisements into cover flaps and including video promotions viaDVDs.

The video inserts are set to appear in some copies of thefall TV preview issue of Entertainment Weekly which will be mailed tosubscribers in New York and Los Angeles. Consumers viewing the ad will see charactersfrom CBS's "The Big Bang Theory" talking up Entertainment Weekly andgiving demonstrations that show how to navigate the different buttons thatallow you to see additional clips. Additional spots will include a clip from"Two and Half Men," a sneak peek at thenew 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.

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wil2200 replied on Fri, Aug 21 2009 3:37 AM

there is no end to complete and utter uselessness and waste in the world of shitty entertainment

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ClemSnide replied on Fri, Aug 21 2009 8:19 AM

>we’ve seen major newspapers sell ads on their front pages (once thought to be very taboo).

At one time, yes, but at another time, no. The practice during the 18th and early 19th centuries was to set ads in with the news stories-- whatever appeared on your (physical) desktop was what you set to type next, no matter where in the paper it was. Of course, most papers were weekly, and much smaller in size than they are today; one or two sheets, folded to make a 4- or 8-page publication. And no videos, either.


"I didn't cry when Bambi's mother was shot... but I cried when HAL was turned off."

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Dave_HH replied on Fri, Aug 21 2009 8:58 AM

Remember Esquire's E-Ink cover?  Yeah, thought so... Neither do I.  The technology is novel but once you've seen it in action, you're left wondering if the cost is worth it and if there is any ROI at all...

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