I’ve been watching the development of e-paper for 10 years, and now it’s finally becoming a reality. Unfortunately, that reality is full of ads!
In September, LA and NYC readers of Entertainment Weekly will find a paper-thin interactive video player inserted into their magazine that promotes Pepsi and the 2009/2010 TV season.
Open the magazine and the video player will activate, playing segments and montages of up coming TV series.
While the insert is being referred to as a “print ad” it’s clearly not printed; it’s a new way to use a traditional and familiar vehicle – the printed (paper) magazine – with new technology – the embedded video player in a printed page.
Fascinating that projects like the Esquire cover delivered just over a year ago and inserts like this one for Entertainment Weekly are experimenting with ways to combine traditional and new technologies in a way that produces a whole greater than the sum of its parts!
Won’t be long before we have the Daily Prophet on our desktops!
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