Something like this has been done before, but it’s been a while and undoubtedly this stab at putting an LCD screen in a printed magazine is a step ahead.
In this case, Chevy’s agency has worked with a tech company to put a video player on a page, embedded in an ad, in 10,000 copies of Popular Mechanics and Esquire. The spots target potential buyers of Chevy Colorado trucks.
No cost was provided but the Ad Age story about it concedes the unit cost was high. On the other hand, it gets lotsa earned media (fancy way of saying free buzz) and probably generates quite a surprise among many of those readers.
It’s interesting stuff, though I wonder what the battery life is for the display. Presumably very limited. But it shows how a screen could be embedded in a print poster, and that could have a larger battery embedded somewhere.