This is an interesting (and encouraging) move by publishers to increase their audience base and allow advertisers to reach non-subscribers. 

While we expect to see luxury advertisers of high-end goods continue to spend a large proportion of their ad budgets in glossy magazines - this month's Wallpaper* magazine is a whopping 420-pages and includes 209 pages of adverts - they recognise the need to reach the next generation, "Gen-Z". 

According to a report released by Kantar Millward Brown earlier this year, Gen-Z prefers advertising that is funny, has good music or tells a story. Video does this very well.