Chevrolet has purchased a series of print ads to show off digital videos promoting the Colorado pickup.
The ads appear in the May issue of certain subscriber issues of Esquire and Popular Mechanics. And it allows readers to watch one of three short videos, which were created by Chevy's creative agency Commonwealth/McCann.
Some 10,000 subscribers each to Esquire and Popular Mechanics -- those considered likely Colorado buyers -- received copies with a video player embedded inside the print page.
"We had these awesome digital films that we created for the Colorado launch and we thought, why not ... put video in print," said Jill Mida, manager of Chevrolet truck advertising.
Chevy "leveraged all of Hearst's consumer data" to determine which 20,000 readers fit the profile of a Colorado buyer and should receive the ad, Mida said.
She wouldn't disclose how much the ad cost, but did say, "the unit is obviously expensive."