In September, the world's first print magazine with video ads will be released.

In some copies of the American print publication Entertainment Weekly - a magazine about show business, video ads will appear. Small screens - the size of a mobile phone display - are equipped with batteries. The principle of operation is the same as in the “singing” greeting cards, the technology is inexpensive and effective. The video is activated at the moment of opening the magazine on the advertisement page. Each microcircuit can hold a roller for up to 40 minutes. The pilot clips will announce the program of the American television channel CBS and advertise Pepsi products. And they will appear in the issue, which will be released on September 18 in Los Angeles and New York. Presumably, an advertisement published in this way will cost much more than a regular print.

However, according to a BBC correspondent, Rajesh Mirchandani, in a highly competitive market, sellers of goods and services understand that fresh ideas are needed to draw attention to their products. He compared the technology with the one used in the Daily Prophet with moving pictures depicting characters from the Harry Potter books. We also recall that last year the Esquire men's lifestyle magazine already had experience using electronic paper - different images popped up on the cover of one of the numbers.

via bbc.co.uk