Conde Nast is introducing an interactive CD-Rom with its men’s
monthly, GQ, which will offer readers a visual extension of the magazine
and, for the first time, allow advertisers to take up slots.
The CD-Rom, created by In Chair Viewing, will be covermounted with the
next three issues of GQ, the first of which will be out next week.
Readers will be able to watch and hear clips from songs and films as
well as see fashion, sports and car reviews. There will also be a number
of interactive games. The CD will last between 45 and 60 minutes and
offer a full-screen video presentation.
It is believed to be the first time a magazine CD has featured
advertising. Carling Premier, the sponsor of the World Cup, has booked
advertising across the first CD in the form of a number of games. About
ten slots will be available to advertisers on the ensuing CDs.
The CD will be promoted on the 13 June edition of ITV’s Chart Show,
referring about 1.9 million viewers to the CD if they want to vote for
their favourite video clip to be shown on the programme the following
week. Conde Nast will also cross-promote the GQ CD on Virgin’s Internet
site, which will run a competition based on questions about the CD’s
Nicholas Coleridge, managing director of Conde Nast, said: ’We are
trying to invest in snazzier covermounts. It’s a way of doing something
exciting which reflects the GQ brand.’
If the pilot is successful, a CD will be packaged within the magazine