Videos in magazines? Angela Natividad notes that French publication Enjeux les Echos recently included video ads for Citroën DS3’s “Anti Retro” campaign, even with a little plug on the inside page so you can download the files to a laptop. The technology to insert disposable video into magazines, brochures or direct mail has been around for a while and is costly — typically $10.00 or more per unit, which works out to a $10,000 CPM, about 300 times that of a normal color ad in a marquee pub.
We’re entering an age of gimmickry as print publishers try to defend their old pulp-based models, which while dying still drive far more ad dollars per eyeball than web equivalents. Toss in the iPad, which conceivably could make anyone a publisher of book-quality material, and the old guards of text may soon die. Until then, enjoy the show.