US broadcast network CBS -- which owns CNET UK -- will be advertising its autumn TV season with a video-chip ad embedded in an issue of Entertainment Weekly magazine.
The 18 September issue of the Time-owned magazine will feature the first video ad to appear in print, CBS marketing president George Schweitzer said on Wednesday at a press conference at the company's headquarters in New York. It's been getting a lot of press every where and I wonder if "regular" folks will be as interested in this experiment as us industry folks are. I also wonder how, if at all, they're planning on tracking effectiveness. I know that when
The ad will be launched in partnership with Pepsi to promote Pepsi Max and the TV network's Monday prime-time lineup. Not everyone will be seeing it: the ad will appear in a magazine insert sent to subscribers in the New York and Los Angeles metro areas -- an edition without the video chip will be sent to subscribers elsewhere and show up on newsstands.