In the latest example of finding media innovation where you’d least expect it, CBS is embedding a video player in a print ad in Entertainment Weekly that will serve up a buffet of its fall TV lineup.
The CBS foray into a print-digital alliance plays full-motion video at a crisp resolution. The ad, dubbed by CBS and partner Pepsi Max “the first-ever VIP (video-in-print) promotion,” works like one of those audio greeting cards. Opening the page activates the player, which is a quarter-inch–thick screen seen through a cutaway between two pages concealing the larger circuit board underneath.
The audio quality is equally good, but there are no volume controls, and in a quiet environment, it’s quite loud. This is surely a intentional design feature, aimed at getting the attention of people nearby.
The video-enhancement will appear in the September issue of Entertainment Weekly, but only in what sounds like a relatively small subset of the circulation: The promo itself will be in every copy, but the video portion only in some subscriptions delivered to New York and Los Angeles. It was released Tuesday to media outlets.
Of course because only people in NY and LA are worthy.