Video Coming to Print Mags

Desperate times call for creativity and here’s some from the world of magazine advertising, as reported in MediaPost:

With the advent of paper-thin digital video displays, it was only a matter of time before video turned up in print publications. Now, CBS is trumpeting a revolutionary “video-in-print” promotion for its upcoming fall season that will appear in the fall TV preview issue of Entertainment Weekly, due out on newsstands on Sept. 11.

Orchestrated by OMD, the CBS promotion — which also highlights its exclusive new partner Pepsi Max — centers on an interactive screen manufactured by Americhip, Inc., which can deliver both audio and video content.

The thin battery-powered player, located in the middle of a print ad spread, allows readers to watch five brief promotions for CBS’ “Monday to the Max” lineup . . .

This ad may be quite effective for CBS but magazines must be careful not to do too much of this sort of thing. This might become the visual equivalent of perfume ads in fashion magazines, which can be highly (ob)noxious and off-putting. If we start to see Las Vegas-style blinking and talking ads in magazines people will likely run the other way. But the technology does point toward a larger trend: an effort to make traditional media more “interactive.”

I’m going to guess that these ads also have analytics capabilities (or one day will).

4 Responses to “Video Coming to Print Mags”

  1. marcelo antelo Says:

    Yeah Greg, the’ll have an GPS satellite conected gadget that’s go up and make a connection every time you play the add! It’s also will let they know were you brought you magazine and if it was pay with cash or card!

  2. Greg Sterling Says:

    Scary!

  3. Dennis Says:

    Greg, thanks for the insight. As you mentioned with your perfume example, it’s definitely a careful balance between permission-based and intrusive.

    Overall, I think it’s a great move. Looking forward to picking up the issue and seeing it in action.

  4. Greg Sterling Says:

    To some degree this is simply about novelty and getting attention. If it catches on they’ll have to figure out how to use this sort of thing in a more “functional” way.

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