A new descriptor has been added to my lexicon today, that being "multisensorizing". The use of the zee immediately informs us that this originates in the states. Multisensorize is actually a trademark of Americhip, a company that's in the news today because its technology will be used in an upcoming edition of Entertainment Weekly that's already being likened to Harry Potter's Daily Prophet with its moving pictures.

Using Americhip's patented Video-in-Print product the magazine is claiming a first in featuring moving video within a printed title. The video screen employed to achieve this is about that size of that on a mobile phone, and is circa 3mm thick. By the sounds of it the special insert could be likened to the thickness of those greetings cards that regale the recipient with a cheeky sound clip. Americhip is big in this field too, and the two technologies seem to have quite a bit in common.

It's generating plenty of coverage for CBS and Pepsi, who are behind the promo. I was fairly amazed to read that it would feature in a weekly magazine, as previous promotions of this ilk have tended to be in monthly mags with more forgiving production schedules, an example being Esquire's electronic cover last summer.

That and the cost per insert gave me pause for thought, especially as Entertainment Weekly has a circulation of getting on for 1.75m. But it transpires that the video trickery will only feature in issues sent to selected subscribers in New York and Los Angeles.

While I don't anticipate widespread adoption anytime soon, it is another nice example of print working in harmony with other media to deliver something tactile anad attention-grabbing into people's hands. Such cleverness doesn't have to cost a packet, and to conclude with a shameless plug the topic of value-added-print - and its positive impact on marketing campaigns - is of course central to the upcoming PRINTplusX workshop next month.