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Making Magazines Worth Buying: Magazines That Play Video

from the neat! dept

Thu, Aug 20th 2009 4:24pm — Mike Masnick

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.

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

15 Comments

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

A super obnoxious ad with a 1/4 inch thick screen and video built in. This is something worth skipping over.
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BullJustin (profile), 20 Aug 2009 @ 4:47pm

Recycling?
Which bin do I put that in?
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Ilfar, 20 Aug 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
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schweet, 20 Aug 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.
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JohnForDummies (profile), 20 Aug 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.
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TheStupidOne, 20 Aug 2009 @ 5:48pm

Re: Hackity Hack Hack
My thoughts exactly
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diabolic (profile), 20 Aug 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.
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Anonymous Coward, 20 Aug 2009 @ 6:07pm

i would have been happy with a pop-up instead...
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Anonymous Coward, 20 Aug 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.
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Adam Singer, 20 Aug 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
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Gimcrackery, 20 Aug 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!
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TheGreatSemaj, 20 Aug 2009 @ 9:52pm

Volume control
Quick someone patent the idea to add volume control to these ads!
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SEO Company, 21 Aug 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.
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JustMe, 21 Aug 2009 @ 9:36am

Chill out
This is a proof of concept. I'm happy to let CBS fund some R&D.
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Scott, 21 Aug 2009 @ 12:09pm

Not Worthy
If you want a magazine to be more worthwile take out the advertising and add more content.
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