US magazine to run video ad

Pepsi and broadcaster CBS are running a video ad in a copy of US magazine Entertainment Weekly next month.

The wafer-thin screen will show a video highlighting the Monday night autumn television programming line-up, as part of a six-page ad.

The ad, using technology from US company Amerchip, will run in the 18 September issue of the magazine, sent to subscribers in the new York and Los Angeles areas.

George Schweitzer, president of CBS marketing group, told the Financial Times: “It’s part of the future – a way to engage consumers in new and surprising ways.”

It is not known how much the promotion has cost, but it is thought that running the ad on approximately 100,000 copies will see a figure in the low seven figure range, the FT said.

Last year, men’s magazine Esquire created a special cover for its 75th anniversary issue using the same technology as that used by Amazon’s Kindle reader.