Rajesh Mirchandani takes a look at the latest battle in the media advertising war: video adverts inside magazines.
The latest edition of showbiz title Entertainment Weekly contains magazine ads that move. It is a similar principle to singing greetings card and was in fact developed by the same company.
But this 21st century version consists of a microchip holding digitized data that is connected to a speaker and a screen akin to some mobile phones. It is powered by a small rechargeable battery and mounted on cardboard, so is instantly distinguishable from a normal flimsy page.
And that means you can't really flick through the magazine, because the four-page insert that includes the video screen is relatively bulky. And when you do open up the relevant page, the actual advert takes several seconds to load and play.
Copies of the magazine containing the screens are being sent out to a few thousand subscribers in Los Angeles and New York.