Entertainment Weekly will be featuring a CBS video ad in their upcoming issue of EW – the first time a video has been embedded in a print ad.

CBS and Pepsi Max are embedding the 40-minute video ad in EW’s September fall TV preview issue. The video ad/commercial will show clips of CBS’s fall schedule on a video device a quarter-inch thick, seen through a cut out in the print ad.

Only EW subscribers in New York and Los Angeles will see the ad.