"Flapvertising" debuts at Esquire

I'm pretty sure that Harold Hayes is spinning in his grave. According to a story in Media in Canada, the February issue of Esquire magazine has a "mini-cover" that opens up, featuring an ad for Disney's The Discovery Channel series One Way Out, featuring escape artist Jonathan Goodwin. When readers open the cover-within-a-cover, they encounter both the ad and various quotes from the articles