Print’s new frontier:
Video advertising
CBS places a video ad in Entertainment Weekly
By Louisa Ada Seltzer
Aug 20, 2009
Online video has given web advertising a lift over recent years. Could the same be true for magazine video?
No, that’s not a typo. In a first-of-its-kind deal, Entertainment Weekly will include an interactive video player in its Sept. 18 fall TV preview issue, featuring a 40-minute promotional ad for CBS’s fall lineup as well as a spot for Pepsi Max soda.
The lithium battery-powered player will use technology from Americhip, a Los Angeles company, which says that the video quality will be akin to an iPod.
When the video insert is opened, it begins to play. Viewers are given a choice of five previews, either all four of CBS’s Monday night comedies or one for the network’s dramas. They can push a button to determine which promo they see.
The video insert will be limited to magazines mailed to subscribers in New York and Los Angeles; it will not appear in the newsstand issues.
OMD’s Ignition Factory was in charge of the campaign.
It’s the latest innovation for a print category that saw ad pages plummet by nearly 30 percent during the first half of the year, according to the Publishers Information Bureau.
Last October, Esquire produced an edition with a battery-powered cover that lit up.
More recently, several magazines, including EW, have added pouches to their covers allowing for specially inserted advertising sections.
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