First-ever video ads to appear in US magazine


June 18, 2010 Updated Aug 21, 2009 at 6:13 PM EDT

CBS announced it will promote a new line-up of television shows with the first video ad to ever be published in a magazine.

Video-in-Print (VIP) ads in the September 18th issue of Entertainment Weekly will play samples of the US television network's coming shows and will also promote Pepsi Max soft drinks, CBS said in a release on Wednesday.

VIP ads will be limited to copies of Entertainment Weekly distributed in New York City and Los Angeles.

"The best way to sample our terrific new programs is to see previews and it's never been accomplished in a print ad, until now," said George Schweitzer, president of CBS Marketing Group.

"EW is the ideal venue for this ground-breaking Video-in-Print ad, which is entertaining in its own right and is particularly well suited for their media-engaged readership."

The ads will promote shows to be on the CBS Monday schedule in the United States.

California firm Americhip is powering the video ads with technology similar to that used in singing greeting cards.

VIP ads in EW will be similar to large cards that, once opened, deliver video and sound. Microchips powered by tiny batteries store the digitized data.

"This is an extraordinary way to refresh how we interact with consumers," said Frank Cooper, chief marketing officer, portfolio brands, Pepsi-Cola North America Beverages.

"We're constantly seeking new ways to reach and connect with our core audience, and, as part of this groundbreaking alliance, we're utilizing technology that's both surprising and engaging."

The "Monday to the Max" video ad spread will include popular television show actors playfully explaining how to use the VIP player, according to Schweitzer.

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