[Wired] CBS Embeds a Video Playing Ad in a Print Magazine - Overclock.net

JKBenchmarks · 08-21-09

Quote:

In the latest example of finding media innovation where you’d least expect it, CBS is embedding a video player in a print ad in Entertainment Weekly that will serve up a buffet of its fall TV lineup.

The CBS foray into a print-digital alliance plays full-motion video at a crisp resolution. The ad, dubbed by CBS and partner Pepsi Max “the first-ever VIP (video-in-print) promotion,” works like one of those audio greeting cards. Opening the page activates the player, which is a quarter-inch–thick screen seen through a cutaway between two pages concealing the larger circuit board underneath.

The audio quality is equally good (extremely poor video shot by this reporter notwithstanding), but beware: There are no volume controls, and in a quiet environment, it’s quite loud. This is surely a intentional design feature, aimed at getting the attention of people nearby.
Unlike the wholly unsatisfying debut of the e-ink cover in Esquire magazine last year, this works.

The video-enhancement will appear in the September issue of Entertainment Weekly, but only in what sounds like a relatively small subset of the circulation: The promo itself will be in every copy, but the video portion only in some subscriptions delivered to New York and Los Angeles. It was released Tuesday to media outlets.

YouTube - CBS Embeds Video Player in Entertainment Weekly Magazine

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Ocnewb · 08-21-09

Look like a magazine from the future

.

Liability · 08-21-09

Stupid and expensive.

D3TH.GRUNT · 08-21-09

wow

i cant wait until all magazines are like this.

**DuckieHo** · 08-21-09

Quote:

Originally Posted by Liability

Stupid and expensive.

Yet, we're talking about it.

Mission accomplished.

Gollie · 08-21-09

Quote:

Originally Posted by DuckieHo

Yet, we're talking about it.

Mission accomplished.

Exactly...

I heard about it on the radio, now everyone is going to talk about the add. The message from the add will reach many more people than the regular audience. Advertising agencies are usually pretty smart about finding new ways to reach customers. This is pretty good imo.