The American magazine Entertainment Weekly, to be circulated in Los Angeles and New York, published a first ever video advertisement, introducing as new concept in which print media displays video clip inside a print title.

Pepsi Max and trailers for US TV network, CBS took a lead using small card board screen which has been inserted in a page for making the advertisement more attractive and appealing.

The slim screen of the size of mobile phone display, also provided with rechargeable batteries. A 40 minute long video message can be stored in each chip containing the footage.

Pepsi-Cola's Chief Marketing Officer, Frank Cooper said, "This is an extraordinary way to refresh how we interact with consumers."

Magazine readers can also hear the advertisement as it is equipped with built-in speakers. The concept is somewhat similar to singing greeting card where a message stored using chip technology is activated after turning the page.