Coming soon: video ads in US magazine

London, Aug 21 (ANI): A US magazine has come up with a novel way of portraying adverts-featuring video clippings.

Entertainment Weekly, one of the highest circulation magazines in the country, has come up with a gadget that will feature wafer-thin video displays, about the size of a mobile phone screen, playing up to 40 minutes of video.

The "maga-screens" will feature adverts for CBS television shows, including 'The Big Bang Theory' and 'Two and a Half Men'.

Soft drink makers Pepsi will also advertise in the first edition, out on September 18.

The application has in-built buttons which will allow readers to select the clips they want to watch.

The magazine, which has 1.8 million subscribers, will have only a limited number of editions in major US cities such as New York and Los Angeles featuring the video displays due to the massive cost of the software and of embedding the screen and sound chip in the page.

Experts say that advertisers would need to pay about 10 dollars per copy for a 90-second advert, about 100 times as much as a traditional printed advert.

However, advertisers are likely to be willing to pay the premium, particularly while the new media carries a novelty factor.

"As a rule, 90 per cent of people will say they heard about new programming on television," the Independent quoted George Schweitzer, president of CBS's marketing group, as saying.

"This is the first way we can get video samples into the hands of entertainment enthusiasts off the television screen," he added. (ANI)