All-singing magazines

breathing magazineExpansive Media has announced ‘the world’s first’ magazine on DVD and US publishers are investigating animated advertising.

Expansive is to give away 200,000 copies of Entertain as a covermount on a tabloid newspaper and a men’s magazine next month.

Media Week in the US is talking about ‘a creative and technological revolution in print ads’ with publishers exploring pages that feature video. Prototypes have used electronic paper to show an animated image powered by a coin-sized battery.

Unfortunately, no one has yet managed to generate much demand for such things. CD-Rom magazines failed and talking adverts and lenticular covers have tended to destroy the magazine-reading experience so are rarely wheeled out.

The occasional ‘breathing‘ magazine or talking advert as a gimmick is fine, but it’s difficult to see them catching on in a big way.

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