BewilderedSociety.com

CBS will debut the first video-in-print advertisement in September’s issue of Entertainment Weekly. Only a few lucky subscribers in New York and L.A. will see the video version, though the actual ad will run in all copies, Wired reports:

The CBS foray into a print-digital alliance plays full-motion video at a crisp resolution. The ad, dubbed by CBS and partner Pepsi Max “the first-ever VIP (video-in-print) promotion,” works like one of those audio greeting cards. Opening the page activates the player, which is a quarter-inch–thick screen seen through a cutaway between two pages concealing the larger circuit board underneath.

The audio quality is equally good (extremely poor video shot by this reporter notwithstanding), but beware: There are no volume controls, and in a quiet environment, it’s quite loud. This is surely a intentional design feature, aimed at getting the attention of people nearby.

Here’s a peek:

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