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Entertainment Weekly Video Player - A Leap Forward for Print

Posted on September 13, 2009 at 3:45pm, written by Jeff Grill, VP Marketing

Entertainment Weekly Magazine,  in it’s September 18, 2009 issue, is the first magazine to embed a video player within a print insert.  The player promotes the CBS fall television lineup with sponsorship by Pepsi. The video player represents a leap forward for print as it combines the benefits of the printed piece with the story telling ability of video.  Incredibly, the player is thin, and has excellent video and audio quality.  Viewers can press buttons on the page to view different Fall Television previews or a “television” commercial for Pepsi Max.

Applications for this new technology in both magazines and even for marketers is endless.  Instead of another method to communicate advertising messages, video as part of the printed page could greatly enhance the magazine experience.  News magazines can provide video of events along side written commentary.  Recipes in a consumer magazine can come to life as the recipe author demonstrates how to prepare it.  In printing, businesses can combine a video tour of a plant or facility inside a printed PowerPoint credentials presentation .

As the cost of video comes down and as the players get thinner, the use of this technology in Entertainment Weekly promises to be a milestone in the history of the printed page.  While the videos placed on the player were somewhat traditional, I’m sure the creative minds in the magazine and print industries will develop new and creative ways to use this promising technology.

Tags: entertainment weekly video player, print video player