It looks like something out of the “Harry Potter” movies, but it’s not magic, rather technology, that will be making many American’s newspaper come to life in September. US show business magazine “Entertainment Weekly” will be running the first ever “video advertisements” to feature in a traditional printed work, with small screens – about the same size as the display on mobile phones – with rechargeable batteries that will “turn on” whenever the page is turned, using similar technology to that found in “singing” greetings cards. The first video in print advertisements will feature adverts from drinks company Pepsi and previews of upcoming television shows from US TV network CBS. The edition of the magazine to feature the new ads, to be distributed in Los Angeles and New York, will appear on the eighteenth of September, and while expensive, are a sign that advertisers know that it is more important than ever to get people paying attention to them, at least according to BBC correspondent Rajesh Mirchandani, who is not the first to link the new technology to the “moving pictures” in photographs and newspapers as featured in the “Harry Potter” books and film series. Nor is this the first instance of new technology increasingly finding its way into print, with e-ink technology being used to create covers that flash in alternate patterns in men’s magazine “Esquire” last year. Americhip, the company behind the new video in print scheme, apparently have other ideas up their sleeve as well, including magazine technology to appeal to various senses, such as smell.
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