I like it when I see magazines trying different things, as I hope to see the medium survive as long as it can. TimeOut NY has all its images in 3-D this week, comes with stitched-in 3-D glasses (sponsored by Syfy) and includes many ads in 3-D, including Stella. The photos below don't really do the 3-D justice, as they are more clearly stereoscopic in 3D, in reality in physical reality.
I'd imagine that advertisers would generally see this as a pretty nice value-add; maybe they had to pay a premium. If any of you media folks could shed light on costs to the magazine and advertisers, would love to hear about it in the comments.