A Screen Inside a Magazine to Lure Readers
Read all about it! Entertainment Weekly has published the first video advert with built-in speakers to get the attention of readers conditioned to respond to screens.
A report by the BBC explains the screen is built into a wafer-thin, cardboard insert and contains an ad for Pepsi Max, as well as trailers for CBS television.
“This is an extraordinary way to refresh how we interact with consumers,” said Pepsi-Cola’s chief marketing officer, Frank Cooper.
Desperate ploy, marketing breakthrough or annoyance? The chip technology, which holds up to 40 minutes of video, is likened to those singing greeting cards which have gained popularity. They are activated when you open the card.
The cardboard can add bulk to the magazines, and some male consumer have already complained it makes it hard to roll up a journal and stick it in your pocket.
BBC News‘ Los Angeles correspondent, Rajesh Mirchandani, says the magazine advert is mounted inside a cardboard insert and is instantly distinguishable from a normal flimsy page.
“You can’t really flick through the magazine, because the 4-page insert that includes the video screen is relatively bulky,” he reports.
“And when you do open up the relevant page, the actual advert takes several seconds to load and play and that’s a lifetime’s lag in the advertiser’s world,” he added.
Magazine containing the screens have been sent to several thousand subscribers in Los Angeles and New York. Will they catch on by other magazines to save the trade? We shall see.
Some other facts about the adverts:
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4 Comments
September 25th, 2009 at 7:31 am
Oh-My-God.
Stop writing these crazy posts!
One day we’ll look back at this magazine screen phase like when car phones were huge boxes you put on your ears.
September 25th, 2009 at 7:49 am
It’s sad, really. Reminds me of your post on the death of magazines and the birth of great online fashion sources.
September 28th, 2009 at 12:52 pm
This just seems so wasteful! There’s already so much electronic waste from electronics designed with planned obsolescence in mind – now we’ve got little electronic chips that will make it harder to recycle magazines (let alone take a much needed break from the t.v./computer!).
September 29th, 2009 at 1:35 pm
I know, right?
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