Digital video in traditional magazines. The evolving media landscape. Who'd have thunk?
The first-ever video advertisement will be published in a traditional paper magazine in September.
The video-in-print ads will appear in select copies of the US show business title Entertainment Weekly.
The slim-line screens - around the size of a mobile phone display - also have rechargeable batteries.
The chip technology used to store the video - described as similar to that used in singing greeting cards - is activated when the page is turned.
Each chip can hold up to 40 minutes of video.
Josh Adler (@joshprefix) of Prefix Technologies tweeted this a few days ago:
"Digital coming to print rather than print coming to digital. Who knew you could embed a video into a paper!"
Nothing surprises me in the world of media anymore. What is sustainable and what is not, is the million dollar question. But innovation doesn't stand still waiting for the answer. It creates answers, that may or may not be right.
All I can say, is kudos to the advertisers and the media owners for having the chutzpa to go where most don't dare.
