Drastic time scall for unusual measures. Diverse Time Inc. Publications—Entertainment Weekly, Fortune, People, Sports Illustrated and Time—devoted significant editorial coverage at the end of March to showcasing 3-D media. Jeffrey Katzenberg, the DreamWorks film studio CEO, predicted at last year's American Magazine Conference that consumers would soon invest in 3-D glasses the way they formerly invested in bowling shoes. Moving forward, he pitched the magazine concept to John Huey, editor in chief of Time Inc., according to Advertising Age, which is also owned by BtoB's publisher, Crain Communications Inc. It's not surprising that Katzenberg believes 3-D to be such a juggernaut. In 2007, DreamWorks Animation announced it would produce all its films in 3-D starting this year. The five magazines structured content to suit their identities and readers with Time reporting on the re-emergence of 3-D movies and Fortune featuring an editorial that cited 3-D technology as revolutionizing construction, engineering and the health care industries. 3-D glasses were packaged with all the magazines. Total paid circulation is expected to reach 12 million. All the issues were supported by ads from Hewlett-Packard Co., Intel Corp. and McDonald's Corp. But this marketing move has also met with some controversy. “In better economic times with less competitive pressure, it's conceivable that editors would have resisted the arrangement because of fears that advertising might appear to unduly influence what is running on editorial pages,” wrote Advertising Age reporter Nat Ives.