"Harry Potter" magic newspaper or will become a reality (Figure)
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"Harry Potter" magic newspaper or will become a reality
Some readers of the US Entertainment Weekly will open the magazine next month and will find several TV characters talking to them on the screen embedded in the magazine page. This is the joint venture between CBS and PepsiCo for the CBS Fall TV series.
Video magazine
The US and British media reported on the 19th that CBS will embed the screen size of the mobile phone and the thickness of the paper into the "Entertainment" weekly published by Time Warner on September 18. Subscribers to Entertainment Weekly in Los Angeles and New York will be fortunate enough to read this special issue.
Turning to the magazine's wide page, the reader will see the screen automatically flash and start downloading the video. Several actors in the TV series "Big Bang" will explain the use of the player to the reader in the short film. By pressing one of the five buttons, the reader can watch the TV series "Roman of Mom and Dad" and the clip of "Two and a Half Men", a trailer for several new CBS dramas, and an advertisement for Pepsi's extreme cola humor.
The British "Financial Times" said that this is reminiscent of the "Prophet's Daily" published in the magical world in the series "Harry Potter", the photo of the newspaper will be active.
CBS's fall advertising campaign was supported by Los Angeles-based Americhip. The screen chip designed by Americhip can hold up to 40 minutes of video and is powered by a rechargeable lithium battery that can withstand postal bumps.
"Invigorating" the printing industry
George Schweitzer, president of CBS Markets Group, said: "It’s a matter of course to advertise on TV, and viewers will watch your show. However, it’s time to move." Schweitzer said that entertainment marketers are not allowed now. Do not leave the traditional TV, radio and print media, and try to "send the sample to more entertainment enthusiasts." “We love the printing industry,” Schweitzer said. “We are saving the printing industry.”
CBS did not disclose how much it would cost to operate this ad. But the media industry executives familiar with the technology told Financial Times that the cost of delivering the same video ad to every 100,000 magazines would be seven digits, or an average of several dollars per magazine. In contrast, the cost of publishing a full-page color print ad in Entertainment Weekly is only about 9 cents per page. As one of CBS's main sponsors, Frank Cooper, chief marketing officer of PepsiCo's North American beverages, said, “This is a bit experimental.” The company will not use traditional ROI indicators to measure the success or failure of this advertising operation, but will focus on “sensation”. Effect" and "cultural feedback."
Like other TV networks, CBS has been attracting more attention to new dramas in recent years. In 2006, CBS printed various slogans on the eggshells on the supermarket shelves to promote its new drama. A year later, CBS advertised the meat product packaging on the supermarket meat counter and the freezer door on the shelf. With these ideas, CBS captures their attention when potential audiences engage in daily activities, and then subverts their daily routines with TV shows. TV ratings are critical to all TV networks. With the increasing popularity of digital hard disk recorders and video on demand technology, the ratings of broadcast television networks are gradually declining. In the last quarter, CBS achieved the goal of increasing the ratings of certain categories of TV programs, and is aiming to consolidate and expand the audience to attract advertisers.