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CBS is running video ad in magazine's print edition

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By ANDREW VANACORE

The Associated Press

Published: August 24, 2009

NEW YORK - 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.

CBS Corp. and Time Warner's Entertainment Weekly billed the video 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, will be able to withstand the binding processes and mail delivery.

CBS won't say how much it is paying for the spread.

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' "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.

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