Magazines, now with ads that talk and move

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I just read an article in USA Today about magazines that will include video ads, yet another way to get your attention. The limited edition run of Entertainment Weekly will be available to subscribers only in LA and New York. I’d imagine it will make for a good souvenir, possible eBay money maker? I can’t see this economically working for mass production, unless I’m missing something.

According to the article, “the player technology, using a flexible, thin, plastic screen, was created by Americhip. When the two-page ad opens, the sound is akin to one of those talking, musical greeting cards. Also built into the ad is a 2-inch-by-1.5-inch video screen. The player will contain 40 minutes of video and can be replayed for about six hours.”

Quite an amazing feat. But odd. What next, books with TV channels?

Or maybe it’s a new really, really underpowered Netbook (but maybe it will stream Hulu)?

It’s interesting that advertisers need to do this in light of all the opportunity to get the message via mobile devices such as phones, laptops, netbooks, MP3 players with Internet access, etc.

Paul Caine, president of the style and entertainment group at Time Warner (TWX), which publishes EW:

“We’ve been looking for this type of technology for a long time. Any time you can make your advertising more interesting, it’s always beneficial. If we can efficiently put video into magazines, think about the possibilities it would open up.”

Are we seeing the future here, or a failed (but noble) attempt to relive the past with moving pictures?

[Source: USA Today, CBS, Pepsi Max put video in some magazine ads]

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