Magazine to run video ad

Entertainment Weekly will contain video-in-print advertising in september. From the BBC:

The slim-line screens - around the size of a mobile phone display - also have rechargeable batteries.The chip technology used to store the video - described as similar to that used in singing greeting cards - is activated when the page is turned. Each chip can hold up to 40 minutes of video.

Only copies of the mag distributed in New York or LA will have the ad.

Bottom line: don't get excited, it's just a stunt. Remember the e-ink Esquire cover that turned out to be a pathetic disappointment?

Update: Cory has more details on this, and they are not pleasant details.