Rolling Stone has joined Men's Health in testing interactive ads in a print publication, the New York Times reports. The current issue of Rolling Stone reportedly features five ads that encourage readers to take a picture of an image on the ad with a camera phone and text it to a short code to receive additional info or a special offer from the advertiser.

Men's Health said last week that all full-page ads in its July issue will include this interactivity.

"We've got a product made of paper and ink sent out every two weeks," Rolling Stone publisher Ray Chelstowski told the Times. "We're always in the market to find other ways that we can work with our advertisers in providing empirical data in showing how readers engage and interact with our ads."

Silicon Valley image recognition start-up SnapTell provides the technology.