CBS to run video ad in EW print magazine

Aug 19, 2009 By ANDREW VANACORE , AP Business Writer

(AP) -- An upcoming issue of Entertainment Weekly's print edition will be embedded with a video player that will run ads for CBS shows and Pepsi.

The ad comes in a heavy-paper package resembling the kind of novelty greeting cards that make noises. A roughly two-inch screen starts playing automatically as the page flips open. A speaker is embedded below it.

Corp. and Time Warner Inc.'s Entertainment Weekly billed the advertisement as the first ever to appear in a print magazine. CBS says the video player insert, made by a Los Angeles company called Americhip Inc., will be able to withstand the binding processes and mail delivery.

Ink-on-paper titles have been trying new formats to boost . Major newspapers have taken the once-taboo step of offering ads on their front pages, while magazines have tucked ads into cover flaps and even distributed video promotions on DVDs.

CBS won't say how much it is paying for the spread, but the idea behind these new experiments is generally to charge a premium for that has more potential to catch readers' attention.

The video inserts will appear in some copies of the fall TV preview issue mailed to subscribers in New York and Los Angeles.

In the ad, characters from CBS's "The Big Bang Theory" talk up EW and give a how-to on navigating the different buttons that bring up more clips.

A menu of additional spots includes a clip from "Two and Half Men," a sneak peek at the new CBS comedy "Accidentally on Purpose" and a preview of the network's fall drama slate. There's also an ad for the Pepsi Max diet soft drink.

©2009 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.

Explore further: Piezoelectric chin device harvests jaw movements for energy

add to favorites email to friend print save as pdf

Related Stories

Google to expand TV ad service to online video

Mar 27, 2009

Internet giant Google is testing a new service that would expand its television-ad brokering business to YouTube and video on other websites, The Wall Street Journal reported on Friday.

Comcast online video trial grows to 23 networks

Jul 14, 2009

(AP) -- CBS Corp. and 17 cable networks said Tuesday they are joining an online video trial by Comcast Corp., a move that tacitly acknowledges advertising isn't enough to support shows streamed over the Internet.

YouTube, Universal Music Group form music venture

Apr 09, 2009

(AP) -- YouTube and Universal Music Group are teaming up on an online music video venture that will launch later this year with Universal's entire catalog of nearly 10,000 music videos.

Recommended for you

Google to test cars without a driver

Sep 16, 2014

Google plans to begin testing its new prototype of a self-driving car - which, unlike earlier models, doesn't require a back-up driver - at NASA's Ames Research Center, just a few miles from the tech company's ...

Self-driving cars now need a permit in California

Sep 16, 2014

Computer-driven cars have been testing their skills on California roads for more than four years—but until now, the Department of Motor Vehicles wasn't sure just how many were rolling around.

User comments : 1

Adjust slider to filter visible comments by rank

Display comments: newest first

Birthmark
not rated yet Aug 20, 2009
:D we're going to start to see books and papers with visual moving pictures and videos, this is amazing.