Print ads will learn to speak to promote fall season by CBS

It’s hard to encapsulate the essence of a TV show in the frozen confines of a print ad. The TV show will have motion and sound; the print ad sits there and depends on the reader to linger over it for precious moments in order to make its promotion effective. And yet, there’s no ignoring the fact that potential fans of new TV programs – entertainment aficionados – are poring through the pages of magazines from Rolling Stone to Entertainment weekly. To make a stronger pitch to such consumers, CBS today is launching a series of ads in Time Inc.’s People magazine that ask readers to dial a “shortcode” on their mobile phones to see the ads come to live.

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CBS Tries to Teach Print Ads to Speak to Promote Fall Season