This is an amazing way to revive how advertisers interact with consumers. Chip technology is used to store and play the video on a printed magazine or newpaper, which is activated when the page is flipped.

Slim-line screens are embedded in the newspaper and they come with rechargeable batteries.  A single chip can store 40 minutes of video.

The negatives are,

• The video insert consumes 4 pages of the magazine and is bulky so that the page becomes relatively heavy to be flipped.
• The video takes some time to load and would bug the impatient reader.

The trial magazines embedded with the screens getting propagated to thousands of subscribers across U.S.

CBS and Pepsi are the ones conducting this commercial trial run. According to BBC;

Multi-thousand prints run with built-in screens would cost in the region of US $20 (around £13) for each magazine.

Let see if it catches fire or fizzles out. But, would be excited to lay my hands on it at least once to get a feel of it.