US title Entertainment Weekly trials in-mag video

Tim Burrowes

August 23, 2009 8:41

Video advertising will finally come to magazines in a stunt for TV network CBS in the US.

Some of editions of Entertainment Weekly will have a flat chip stuck on the page which will allow the reader to play video including material from Two And A Half Men and the TV network’s Monday night sponsor Pepsi Max.

In the announcement, Pepsi marketing boss Frank Cooper, said: “We’re constantly seeking new ways to reach and connect with our core audience, and, as part of this groundbreaking alliance, we’re utilizing technology that’s both surprising and engaging.”

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.