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(Mis)Uses of Technology

by Mike Masnick

Thu, Aug 20th 2009 4:24pm




Filed Under:
business models, entertainment weekly, magazines, reason to buy, video

Companies:
cbs, entertainment weekly


Making Magazines Worth Buying: Magazines That Play Video

from the neat! dept

Earlier this year, we talked about how some magazines were really making an effort to make the physical magazine worth buying by doing cool things with the physical product. Most of those were niche publications, but there's some evidence that much more mainstream magazines are experimenting as well. Last year, Esquire Magazine experimented with an e-ink cover. However, it looks like Entertainment Weekly is going even further, by allowing CBS to embed video within an ad in the magazine. Yes, you read that right. Basically, a small video screen is installed in between two pages, and seen through a cutaway. Apparently, it works pretty well, with full-motion video, including sound (apparently somewhat loud, with no volume control, which is a bit annoying).
While a bit gimmicky (and probably quite expensive), it does get you thinking about some other possibilities for actually making physical magazines a bit more worthwhile.

15 Comments | Leave a Comment

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  1.  
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    diabolic (profile), Aug 20th, 2009 @ 4:40pm

    A super obnoxious ad with a 1/4 inch thick screen and video built in. This is something worth skipping over.

     

    [ reply to this | link to this | view in thread ]

  2.  
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    BullJustin (profile), Aug 20th, 2009 @ 4:47pm

    Recycling?

    Which bin do I put that in?

     

    [ reply to this | link to this | view in thread ]

  3.  
    identicon
    Ilfar, Aug 20th, 2009 @ 5:10pm

    Sound... in a magazine?

    I think the video idea is incredibly neat! Imagine gaming magazines with this kind of thing... :D Or something with a how-to guide!

    I think audio with the video is quite possibly the stupidest thing ever... Especially if they add this feature to porn mags. I have enough trouble hiding them inside another magazine as it is! :P

     

    [ reply to this | link to this | view in thread ]

  4.  
    identicon
    schweet, Aug 20th, 2009 @ 5:40pm

    haha!

    Too funny!. They should at least use it to display some form of content instead of an AD - maybe even start migrating to an online platform viewable on multiple devices and screen-sizes :O. these dudes are getting it right - grindstate.com. If some NY street-mag start-up can do it, I don't see why the major print mags cant start transitioning as well. They can save millions on printing/shipping costs and gain a more flexible and usable medium, able to display content on any device with a flash equipped browser.

     

    [ reply to this | link to this | view in thread ]

  5.  
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    JohnForDummies (profile), Aug 20th, 2009 @ 5:43pm

    Hackity Hack Hack

    I only wish I was in LA or NY so I could get my hands on one. Would love to rip it apart and work it into my next Arduino project.

     

    [ reply to this | link to this | view in thread ]

  6.  
    identicon
    TheStupidOne, Aug 20th, 2009 @ 5:48pm

    Re: Hackity Hack Hack

    My thoughts exactly

     

    [ reply to this | link to this | view in thread ]

  7.  
    icon
    diabolic (profile), Aug 20th, 2009 @ 5:56pm

    Re: Recycling?

    Recycling is a good point. When you want to go with video and sound in a magazine format (i.e. disposable) it is more efficient for everyone involved to use something like an eBook reader (maybe something better and more magazine like than it currently available). I'd prefer to see innovation that uses less resources and provides a better user experience.

     

    [ reply to this | link to this | view in thread ]

  8.  
    identicon
    Anonymous Coward, Aug 20th, 2009 @ 6:07pm

    i would have been happy with a pop-up instead...

     

    [ reply to this | link to this | view in thread ]

  9.  
    identicon
    Anonymous Coward, Aug 20th, 2009 @ 7:43pm

    What a waste, in so many ways.

    It's obnoxious.

    It's a waste of the earth's resources.

    It's a waste of space.

    Why bother? This isn't an advancement.

     

    [ reply to this | link to this | view in thread ]

  10.  
    identicon
    Adam Singer, Aug 20th, 2009 @ 7:47pm

    Hey Mike

    Explain to me why this is worth buying? Don't we have iPhones and the internet? Feels like they are grasping at straws

     

    [ reply to this | link to this | view in thread ]

  11.  
    identicon
    Gimcrackery, Aug 20th, 2009 @ 7:55pm

    I already avoid and/or shred greeting cards that make noise.

    I already mute TV commercials that are many decibels louder than the show I'm watching (lookin' at YOU, Comcast).

    I already cruise the intarwebz with the sound off.

    The moment I open a magazine and it starts squawking is the moment I set that fecker on fire.

    FOR THE LOVE OF SANITY, SHUT! UP!

     

    [ reply to this | link to this | view in thread ]

  12.  
    identicon
    TheGreatSemaj, Aug 20th, 2009 @ 9:52pm

    Volume control

    Quick someone patent the idea to add volume control to these ads!

     

    [ reply to this | link to this | view in thread ]

  13.  
    identicon
    SEO Company, Aug 21st, 2009 @ 3:20am

    Anonymous Coward:


    I agree with "Anonymous Coward's comment". It's really a waste in so many ways. A waste of space, a waste of the earth's resources, etc. It's not really an advancement, so why would anyone bother? We could view a video article by using other gadgets if we like to.

     

    [ reply to this | link to this | view in thread ]

  14.  
    identicon
    JustMe, Aug 21st, 2009 @ 9:36am

    Chill out

    This is a proof of concept. I'm happy to let CBS fund some R&D.

     

    [ reply to this | link to this | view in thread ]

  15.  
    identicon
    Scott, Aug 21st, 2009 @ 12:09pm

    Not Worthy

    If you want a magazine to be more worthwile take out the advertising and add more content.

     

    [ reply to this | link to this | view in thread ]


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