An undeniable paradox: To think that there is any such thing as an absolute rule is at worst naïve, and at best, shortsighted. There is no such thing as an always-true, all context- or situation-salient, absolute rule that always holds true…including this one!
One of the big shifts in magazine publication is the shift to electronic formats. But a flat magazine is just cheaper - the real advantage comes from replacing or supplementing still images with video and even audio. You can expect to see video advertisements in e-magazines.
We're seeing the same thing with internet advertising - the use of video in place of still ads.
My sense is we are at the front end of an explosion in video. And increasingly, pro photographers are expected to deliver video as well as stills.