Attention is precious and there is a clear fight for it. This is very easy to observe on advertising boards and in news shops. Coming back from Berlin I went in Augsburg into the news agent to get a news paper – and not really looking at magazines is still discovered from the corner of my eyes an issue of FHM with a changing cover page. Technically it is very simple: a lenticular lens that presents and image depending on the viewing angle – alternating between 3 pictures – one of which is a full page advert (for details on how it works see lenticular printing in Wikipedia). A similar approach has already been used in various poster advertising campaigns – showing different pictures as people walk by (http://youtube.com/watch?v=0dqigww4gM8, http://youtube.com/watch?v=iShPBmtajH8). One could also create a context-aware advert, showing different images for small and tall people 😉
In outdoor advertising we see the change to active display happening at the moment. I am really curious when the first really active cover pages on magazines will emerge – thinking of ideas in context-awareness the possibilities seem endless. However it is really a question if electronic paper will be cheap enough before we move to completely electronic reading. Another issue (even with this current version of the magazine) is recycling – which becomes much more difficult when mixing further material with paper.