This September, a partnership between American TV network CBS, drink giant Pepsi and Entertainment Weekly magazine will mark the first time a video advertisement has appeared within a paper magazine.
CBS will insert a paper-thin interactive video screen into copies of the Sept. 18 issue of Time Inc.’s Entertainment Weekly. The screenswill be around the size of a mobile phone display and have rechargeable batteries.
When readers open the magazine to the ad pages, it will activate a chip used to store the video (similar to a singing greeting card), they will then see a small screen flicker on and start to load a video. By pressing one of five different buttons, readers can watch a video montage from a number of different CBS TV shows. Each chip can hold up to 40 minutes of video.
Where does Pepsi play into this you ask? Well Pepsi will pay for the co-branded print ad for their Pepsi Max drink, the high-caffeine, low-calorie beverage aimed at men.
We’re in the future now.. but what about sound? Does it also play that? All of a sudden I see a future for printed media and newspapers now..
I was wondering when this would start to happen. This will probably be fairly mainstream soon, as long as people still want to read papers and magazines that is. I guess this is the last chance for this type of media, it either evolved or died.
“high-caffeine, low-calorie beverage aimed at men” – someone’s been reading the Pepsi press releases :)
No, Esquire made use of electronic ink on their cover.
This isn’t the first time, it was done on the front cover of Esquire a while ago.
Way to save print publications: add TV adverts to them…?
no, the future is still firmly in the future.
and, really, a tiny tv with terrible sound showing a freaking commercial makes you want to live forever? you really have no idea how sad that makes you seem, do you?
this points directly at the shallow, empty path our species is on: that we need stupid little gimmicks like this to give our lives meaning.
oh never mind. I forgot what I was saying. I think megan fox just twittered something.
The future is finally here! Yay!
New developments like this make me want to live forever.
What about cost? How much does it cost to create and insert each unit?
I think costs will be outweighed by the advertisers so the burden does not fall onto the publisher. I am wondering when the first hack will come out….you know all of us geeks will go get one to just pull it out of the magazine and make it do what we want.
As for sound, I don’t see why not…the sound part would be the relatively cheap part of the whole contraption. Think a free ipod (low memory) but essentially does the same thing.
When people ask me why http://www.tapinko.com is focusing on traditional media still – isn’t it dying? I say of course not…. I just see examples like this and smile. Very cool.
When was the last time you watched a pre roll video ad that you could skip? It’s interesting the first time, but it’s not a sustainable marketing channel. Destructive marketing at it’s best. Makes the product more costly, heavier to distribute and really does anyone want to watch a video ad?
It sucks that the magazine will only be sent to subscribers in NY and LA. I’d pay more for a copy for just the novelty of it.
I knew something like this was going to happen someday.
Wat is with the environment after the battery is empty ??????
You go to the store, pay $6 for a stack of paper, then thumb through the paper to watch videos? That makes no sense!!! I heard next they’re coming out with the same screen on a phone and instead of paying $6 each time you want to see new videos or video ads, you just go to a website and watch as many as you want.
Its obvious that this will evolve into user generated content. Imagine a small camera in a print issue and you submit a video comment that appears in the feed when you submit it as the camera is wifi. Oh yeah, Harry Potter was designed to get us to except and demand Digital Technology. It was never about magic. The moving pictures in posters, wall paintings and newspapers that appear in Harry Potter films is digital ink. The moving stairs have digital senors. And the wand is a scalar device.
why should I get off my overly-obese ass, leave my gigantic tv behind, and go buy a magazine that has a mini-tv that shows adverts on it? maybe, just maybe, if there were coupons for mcdonalds in that magazine too! maybe.