Wired's Mystery Engages Readers in the Print Edition

Ms. Adverthinker is a bit of a compulsive magazine reader: at last count, I believe my subscriptions totaled 13 magazines at home and five at the office.  And, Wired is one of my favorites.  I have not yet received my May issue, but after reading the NY Times article about the puzzle embedded in the issue, I am very excited:

"...the intent of their new issue, created in collaboration with Mr. Abrams [is] to immerse their audience in a series of riddles — some announced, others not — that were buried just deep enough for the readers who wanted to dig them up."

At a time when publishers are struggling to keep readers engaged in print editions of both newspapers and magazines (and thereby sell advertising), this idea is brilliant.  While the larger puzzle has already been solved, Wired says that there will be additional prizes for subsequent readers that solve the puzzle and there are still a few codes that haven't been cracked yet.