According to The Wall Street Journal, there’s a bunch of new interactive magazine ads about to grab inattentive magazine page flippers.
Next month both Rolling Stone and Us Weekly will include an ad for the chill-inducing new show on the WB Network “Supernatural.” The thick print ad will feature live music and an automobile whose lights flicker. I hope the new series is as arresting as this ad.
People magazine recently had an ad for PepsiCo’s Aquafina ™water. The bottle was made partly of the world’s most irresistable toy, bubble wrap. The headline was perfect for this visual idea: “Bubbles are more fun.” The agency that created the ad is BBDO, part of the Omnicom Group.
An ad for The Sopranos in Entertainment Weekly included a device that played the show’s musical theme.
But bulky inserts rapidly hit a wall of postal regulations, frankly reasonable ones. One printer, Quad Graphics, turned down the idea of enclosing a vial of baby oil in a magazine. If that vial had cracked, you’d have some angry subscribers trying to read an oil-soaked magazine.