CBS and Pepsi are planning to implement a new technology which will allow them to put video ads in your print magazine. Because the seventy-five subscription cards which fall out of every issue aren’t aggravating enough.
The ads will be featured in an upcoming edition of Entertainment Weekly. CBS will be pushing some of its new shows and Pepsi will be marketing a diet cola for men in a joint venture estimated to cost more than a million dollars for for an ad in 100,000 copies of the 1.8 million circulation Hollywood gossip magazine.
Perhaps the only thing more disturbing than marketing a diet cola for men is the idea a couple copies of Entertainment Weekly will find their way into the waiting room of a psychiatrist’s office where patients will see pictures in a magazine moving — thus, setting back their therapy at least a decade.
The ad exec who sold this to CBS and Pepsi deserves a major promotion and a new car for this sale. The video ads are about the size of an iPhone display and cost “several dollars” per copy of the magazine. In contrast, a full page print ad comes in at around nine cents an issue.
To put this in perspective, CBS and Pepsi — in an effort to create a “buzz” — decided to market their products with some spiffy new technology when they could have bought a full page ad every month for the next 8-10 years for the same cost of one video ad in a single issue.
And, by the way, the video ad is about one-tenth the size of what the print ad is.
Wouldn’t you think if the debuting CBS shows or the new manly diet cola were any good, it would be possible to market them in a less expensive and less gimmicky fashion?
For that kind of money you could probably get a cardboard pop-up scene like they have in kids’ books on every page.
Personally, I’d be more likely to buy a diet man-cola if pictures of Brittney Spear’s “new” body were interspersed with a 3-D version of Bob the Builder holding a can of soda than if my magazine was patterned after the Daily Prophet in Harry Potter.
“I’m just saying, Bob — drinking diet soda’s a good first step, but it wouldn’t hurt you to go to the gym a couple times a week, too…”
Image: Zuma Press