US magazine ‘Entertainment Weekly’ is about to change the way we read paper magazines. It will introduce in its September edition a wafer-thin screen which is embedded in the pages and that will promote TV shows and Pepsi.
We first saw the eink screen in Esquire but this clearly goes one step further and offers video-in-print. The concept works a bit like the novelty greeting cards that play music when they are opened. A screen, which is around the size of a mobile display and a quarter-inch–thick, automatically starts after 5 seconds of opening the page with the advertisement is opened. Each chip that stores the advert is capable of holding up to 40 minutes of video and has rechargeable batteries. However just like the greeting card there is a user beware flag as there are no volume controls and therefore everyone in close proximity will hear it too. Great idea to get people talking but a problem for the poor guy who is just trying to read the article!
CBS is promoting shows such as The Big Bang Theory, Two and a Half Men and a preview of the network's autumn line-up. Pepsi is promoting the Pepsi Max soft drink. The video ads will only appear in certain copies which are posted to subscribers in Los Angeles and New York.
The additional cost of inserting the video ads into the magazine has not been revealed. But the aim is to charge a premium for the ads that use the technology as they have much greater potential to grab the attention of a reader. Also CBS and Pepsi refuse to reveal how much the advertising cost are but it has been suggested that it could be as much as $20 for each copy.
At a time when newsprint and magazines are grappling with digital change this could be seen as a mere gimmick. It would appear to make more sense to invest in advertising within digital which could give as great a return than showboating technology which is cumbersome, adding addition distribution cost, is not reusable or recyclable and therefore environmentally unfriendly.
Nice technology but wrong application today
Showing posts with label digital adverts. Show all posts
Showing posts with label digital adverts. Show all posts
Monday, September 21, 2009
Thursday, May 14, 2009
Sony Reader to Carry Adverts
New Media Age reported that Sony is likely to soon include third-party advertising opportunities on its Sony Reader as more publishers come on board. The devices is claimed to have sold over 300,000 units globally and today is seen by many as the opponent to Kindle and outside the US its often viewed as the only offer and certainly the only device that can render DRM epub today. However, as other devices adopt the Adobe ACS4 toolkit it position as the only epub device will soon be negated.
So why adverts and how will they appear? Will Sony discount the device in line with the ad revenues expected or publishers use it as a sampler similar to the Kindle? Can we get an ad free device at a premium? Are ads coming to accomadate newspapers, magazines and a larger reader – afterall Kindle has 3 models and Sony only has two. Are ads part of a larger programme to be wireless and therefore offer the ability to not only connect without the Adobe Editions mothership but also transact direct from the Sony reader?
Steve Haber, president of Sony Electronics’ digital reading business division, is reported “Advertising is not part of the business model at the moment but I would imagine that when it comes to periodicals, newspapers and magazines, those businesses are built around the advertising model so I would imagine it going in that direction.”
So what does the ereader want to be when it grows up?
Perhaps it can take on some of the business that Craiglist is now turning away. The US classified ads website says it will remove its erotic services category. Apparently, it promotes prostitution and prostitutes and clients use the site for illegal sexual encounters.
Several law enforcement agencies across the US have threatened the management of Craigslist with prosecution and last November Craigslist announced a deal with 40 state attorneys general that said it would charge for erotic services ads and require advertisers to use a credit card for payment.
In place will be a new closely monitored adult services section.
So why adverts and how will they appear? Will Sony discount the device in line with the ad revenues expected or publishers use it as a sampler similar to the Kindle? Can we get an ad free device at a premium? Are ads coming to accomadate newspapers, magazines and a larger reader – afterall Kindle has 3 models and Sony only has two. Are ads part of a larger programme to be wireless and therefore offer the ability to not only connect without the Adobe Editions mothership but also transact direct from the Sony reader?
Steve Haber, president of Sony Electronics’ digital reading business division, is reported “Advertising is not part of the business model at the moment but I would imagine that when it comes to periodicals, newspapers and magazines, those businesses are built around the advertising model so I would imagine it going in that direction.”
So what does the ereader want to be when it grows up?
Perhaps it can take on some of the business that Craiglist is now turning away. The US classified ads website says it will remove its erotic services category. Apparently, it promotes prostitution and prostitutes and clients use the site for illegal sexual encounters.
Several law enforcement agencies across the US have threatened the management of Craigslist with prosecution and last November Craigslist announced a deal with 40 state attorneys general that said it would charge for erotic services ads and require advertisers to use a credit card for payment.
In place will be a new closely monitored adult services section.
Subscribe to:
Posts (Atom)