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Wide Format Wraps Up An Ugly ‘Kiss’ —Cagle

October 2009
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CBS inserted a paper-thin, interactive video player into the September 18 issue of Entertainment Weekly—which previewed the 2009-10 television season—mailed to Los Angeles and New York subscribers. CBS teamed with PepsiCo to tout both the Pepsi Max diet cola for men and the network's Monday night comedies.

Borrowing from the musical greeting card concept, a 2˝ screen on the ad starts playing automatically as the page flips open. A speaker is embedded below the screen.

Actors from the show "Big Bang Theory" provide a tutorial for readers to access clips from other CBS programs, including "Two and a Half Men" and the new "Accidentally on Purpose."

From a printing perspective, the move was nothing short of brilliant and should hopefully spur ideas that build upon the concept.

CELEBRITY SIGHTINGS: Finch Paper so graciously invited a small group of industry press to its Glens Falls, NY, home for a forestry tour in August that included an afternoon stop at historic Saratoga Race Course. This reporter's horse naturally won—twice, no less—but unfortunately Carly Simon was unavailable for comment.

During a stroll through the clubhouse, a man looking exactly like actor Sidney Poitier was seen dining quietly. Another journalist argued that the actor was no longer alive, though Poitier was quite among the vertical/breathing crowd when he received the 2009 Presidential Medal of Freedom in August. Still, I left the gentleman to his sea bass and moved on.

There was little doubt, however, that our group spotted a member of horse racing's elite. Renowned horse trainer D. Wayne Lukas, who has a baker's dozen of Triple Crown victories to his credit, made his way through the sweaty masses after his Tidal Pool topped out in the fourth race (and paid $23 for a $2 bet...or so I heard).

Attending the races was a unique experience. The "sport of kings" still has its faithful followers—women in wide-brimmed hats and dresses that seem more apropos for the high school prom than a day at the races. Wearing a shirt and tie, I looked more like a narc than a high roller.

All in all, it was a great time to tour breathtaking upstate New York, where the greens can't get much greener. PI

—Erik Cagle


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