Video screens hit paper magazines

[psycopk]

The small screen, built into a cardboard insert, contains an advert for Pepsi Max and trailers for US TV network, CBS.

There are also in-built speakers, so the viewer can hear the advert too.

"This is an extraordinary way to refresh how we interact with consumers," said Pepsi-Cola's chief marketing officer, Frank Cooper.

Chip technology is used to store the video - described as similar to that used in singing greeting cards - which is activated when the page is turned.

The slim-line screens - around the size of a mobile phone display - also have rechargeable batteries.

Each chip can hold up to 40 minutes of video.