Bayer Crop Science has gone above and beyond the norm in an attempt to grab the attention of its target audience who subscribe to Meredith Corporation’s magazine Successful Farming. It has included a television commercial within the covers of the printed publication.
The ad promotes an anti-nematode pesticide.
According to the Des Moines Register, the screen is about the same size as those typically found on cell phones. In addition to the primary ad, a play button activates four additional commercials.
DMR says that this is the third time video has been inserted into a magazine. Pepsi and CBS both did so with Entertainment Weekly during the fall of 2009.
The Successful Farming ad is getting limited distribution, going to 17K, or 4% of the magazine’s subscribers. It was targeted to those who have operations occupying 1,000 acres or more.
RBR-TVBR observation: The internet has clearly been blurring the lines between different media categories. What’s amazing that even stodgy, ancient old print is still capable of blurring the lines.