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New Technology Makes Print Ads Dance and Sing

  • Mediaweek, Wednesday, December 21, 2005 12:16 PM
Marketers who rely on magazine advertising can now make their ads come alive thanks to technology that is giving new life into what most advertisers perceive as a static media. The primary company behind the movement is Americhip, a Torrance, Calif.-based firm whose new techniques bring sight and sound to the printed page. For example, ads for the ABC reality competition "Dancing With the Stars" will soon appear in People and Entertainment Weekly where a dancer will pop up and twirl. And in January, Rolling Stone will use sales brochures that will include a sound clip of the classic song "On the Cover of Rolling Stone" to promote its 1,000th issue. The development is getting rave reviews from even the most jaded publishing executives, according to Rolling Stone publisher Steve DeLuca. "They think they've seen it all," he said, "but they thought it was the coolest thing in the world." Americhip president Kevin Clegg says national marketers are lining up to get on board because they are desperate to cut through the clutter of traditional advertising "When a marketing piece can interact with more than just the visual sensor of the consumer, it resonates much more strongly through audio, motion and lights. It's more than just ink on paper," he says.

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