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This is like the talking birthday cards. from wired: http://www.wired.com/gadgetlab/2010/09/volkswagen-plants-audio-ad-in-print-newspaper/

Readers of The Times of India heard an audio advertisement when they unfolded the print edition of the newspaper this morning. (You read that right.) Volkswagen paid the publication to fit an audio chip inside the pages (above) that plays in an endless loop until you close the paper, according to tech blog Digital Inspiration. For power, the chip appears to incorporate a photodiode, a photo detector that converts light into current or voltage. That’s pretty clever.
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