That's where we are today: in the land of magic magazine cover ads. While less scientific magazines just put the ad right on the cover, or in a flap on the cover, or in a pouch on the cover, Popular Science is doing some crazy shit I don't even comprehend:

The Popular Science cover depicts windmills that look like something out of "Star Wars," and promotes articles about energy. A box announces that the cover is three-dimensional. When a reader holds it up to a computer Webcam, it signals the computer to display Flash-based imagery. The computer shows a 3-D scene of windmills over the cover, and the reader can blow on the computer microphone to move the windmills' blades.

They created this magical technowindmillcover in conjunction with GE and then didn't even charge GE for the cover placement, because of ethics or whatever. Sell out more effectively next time, mighty wizards! It's okay as long as it's too technical for J-school grads to understand.
[NYT, PopSci]

• "Zoo managers have been forced to call in the FBI after their main switchboard was jammed with people calling asking to speak to 'Mr G Raff' and a host of other animal names." [Textually]
  
• "Tampa Bay's 10 talked to the assistant superintendent with the Pasco County School District who said it wasn't just the wizardry and that Picular had other performance issues...." [TampaBay's 10]