The magazine will sport an insert promoting the CW's fall lineup. The small LCD screen will include video of the stars of the show and then a live feed from @CW_Network. The feed will include the six latest tweets on the account, though an in-house media team at the CW will screen out any objectionable content, according to The New York Times. However, Rick Haskins, CW’s EVP for marketing and digital projects, told The Times that the network won't delete negative comments about the shows. “To me that’s what starts the dialogue,” he said.
EW broke new ground three years ago in what was likely the first video insert in a major magazine -- a Pepsi ad that ran in 50,000 copies of the publication in New York and Los Angeles. Other magazines have since followed suit, including most recently, the UK version of Marie Claire.
The push comes as networks are eyeing Twitter as a prime vehicle to introduce new shows and engage fans with existing ones. For instance, Fox this week scored another first by premiering Raising Hope exclusively on Twitter.
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This story originally published on Mashable here.