Entertainment Weekly's Upcoming Edition To Include Video AD (TWX,CBS,PEP)

8/19/2009 - An upcoming issue of Entertainment Weekly's (NYSE:TWX) print edition will include a video player that will run ads for CBS Corp. (NYSE:CBS) shows and Pepsi (NYSE:PEP). The ad comes in a heavy-paper package and has roughly a two-inch screen that starts playing automatically as the page flips open with a speaker below it. CBS and Timer Warner billed the video ad as the first ever to appear in a print magazine. CBS said that the video player insert, which was made by a company called Americhip Inc., will be able to withstand the binding processes and mail deliveries. CBS would not comment on how much it is paying for the spread. Ink-on-paper titles have been trying new formats to boost advertising revenues, including newspapers offering ads on their front pages, which was once considered taboo, and magazines tucking ads into cover flaps and distributing video promotions on DVDs.

Write to Chip Brian at cbrian@tradethetrend.com

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