"The Electric Car" of magazines

Well, it had to be made official at one point, now magazines are not merely print, they are TV on paper!! Entertainment weekly will have video ad units, an incredibly expensive feature, that would work as a pop up (think hallmark card with sound, with video).
Well don't we already have mediums that reach an audience doing the same thing and are not as expensive? Yes, some might say TV and Web have already done that, but, what do I know, I'm just a designer who only gets reminded every day how web is going to be the main medium of information in 10 years. Print is dead in 3,2...