Video appears in paper magazines
Video appears in paper magazines
Magazine publishers are beginning to experiment with new technologies
The first-ever video advertisement will be published in a traditional paper
magazine in September.
The video-in-print ads will appear in select copies of the US show business
title Entertainment Weekly.
The slim-line screens - around the size of a mobile phone display - also have
rechargeable batteries.
The chip technology used to store the video - described as similar to that used
in singing greeting cards - is activated when the page is turned.
Each chip can hold up to 40 minutes of video.
The first clips will preview programmes from US
TV network CBS and show adverts by the drinks company Pepsi.
VIDEO TECHNOLOGY
Screen uses liquid crystal display (LCD) technology
Each is 2.7mm thick with 320x240 resolution
Can store 40mins of video
Battery can be recharged via mini-USB
Rechargeable battery lasts up to 70 mins
Developed by LA-firm Americhip
They will appear in 18 September editions of the magazine distributed in Los
Angeles and New York.
It's believed the new technology will cost much more than normal print ads.
However, BBC correspondent Rajesh Mirchandani said that in an increasingly
competitive market, advertisers have realised that it is more important than
ever to create attention for their product.
He likened the technology to the Daily Prophet - a newspaper with moving
pictures described in the Harry Potter books.
It is not the first time that publishers have experimented with digital
technology in magazines.
Last year, for example, men's lifestyle magazine Esquire published the first
using e-ink technology, with a cover that flashed in alternating patterns.
E-ink is the technology used in the Sony Reader and Amazon Kindle electronic
books.
Americhip, the developer of video-in-print, has also created magazine technology
that appeals to various senses, including smell
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