That's right, aging, future-minded denizens of the 50s, video magazines are here! Almost. Come fall, Entertainment Weekly will feature the world's first video-screen-in-a-page advertisement, to sell you some TV shows.
CBS and PepsiCo will take out a video-enabled ad, seen above in all its stamp-sized glory, which will pitch TV content to EW subscribers in New York and Los Angeles. The ads will probably be short, but the company that makes the video hardware, Americhip, says it can support up to 40 minutes of video.
Long-form video content in a magazine sounds pretty cool—think a full episode of a TV show in EW, or a mini-documentary in The Economist—but in advertising applications, it's firmly in "gimmick" territory. This blurry shot doesn't tell us much about how video quality is, or how bulky the insert will be. I'm going to make some wagers: Low, and very.