Relays the Times about an exciting new print ad gimmick: "Rolling Stone and Men’s Health are both testing programs in which readers can take cameraphone pictures of icons on ads, then send them to a certain number. In exchange, they’ll receive more information or an offer from the advertiser.

"In Rolling Stone’s current issue, five advertisers are running these offers. They include a motorcycle ring tone for Allstate’s motorcycle-insurance program and a video preview of The Discovery Channel’s new season of Man vs. Wild. Men’s Health is going even further, saying each full-page advertisement in its July-August issue will have the added feature."

Wait a second. Haven't we seen something like this before?

Ah yes, the CueCat, a handheld device that scanned special barcodes to save you the trouble of typing in a web address, which was introduced in the year 2000, pretty much failed that same year, and are now as hacked as Roombas.

But at least Rolling Stone isn't asking you to use a new device to accept their marketing messages. Just your cell phone number. Which they will keep in their database FOREVER.