Video In Your Magazine?

Yep, the Sept. 18 annual fall TV preview edition of Entertainment Weekly will feature an insert by CBS with a 2x2 paper thin video player. And the player is even interactive! It'll feature 40 minutes of promotional content for CBS as well as a spot for Pepsi Max. Apparently it's even rechargeable. This is the first ever use of video in a print ad.

Can we say wow? I never thought I'd see the day when we'd be putting videos in paper products (I never really thought about it really) but it's a crazy cool idea. I'm curious to see how well the video survives if the magazine gets beat up or rolled up or smashed. I thought I'd pick up a copy of that Entertainment Weekly issue just to check it out, but unfortunately they're only going to be available in New York and Los Angeles. You can see a little preview of it on You Tube though. I'm also curious to know the cost, even just the production cost for the video player inserts. Crazy cool.

(via Truth Against the World)