Don't turn the page. Take a picture!

Rolling Stone and Men’s Health want their readers to take cell-phone pictures of ads running in their pages and transmit them to special numbers. You’d think these magazines would be familiar with their advertisers and not have to rely on the public to tell them who’s running in their pages. Just kidding—it’s a bid to boost reader engagement by making print ads interactive. If nothing else, it will keep the publications busy between rounds of layoffs.