Video Ads in Entertainment Weekly

CBS and Pepsi are bringing new media to next month's dead-tree version of Entertainment Weekly. Readers will open their magazines to find full-motion video ads for the two companies, playing on a wafer-thin screen embedded into the page. The screen will be about the size of those found on mobile telephones, according to the Financial Times. Entertainment Weekly has a circulation of 1.8 million, although it's unclear how many copies would contain the new promotions. One magazine executive estimated that running a video ad in 100,000 copies would cost in the low seven-figure range, while a full-page color ad would cost a mere 9 cents per page per copy. CBS and Pepsi are jointly paying for the promotion, and justified the cost by saying the ads would create "buzz."