The message was about great pictures on a Panasonic Plasma. The magazines used to carry the insert all featured stunning photographs reproduced on high quality paper and were targeted to people with high disposable incomes who could afford the product. The back of the insert was able to contain the detail buyers require prior to purchasing high value consumer electronics, such as the thinness and size of the screen.

These special inserts were charged by publications at standard rates and the back of the insert was used to contain extra product information.As the sole advertising activity for Panasonic Plasma during November and December, this idea helped boost sales by 197% over the average for the 6 months prior.