Embedded chips in Wired magazine takes NFC-equipped readers to ad for Lexus

Wired magazine is reported to be inserting near-field communication (NFC) chips in half a million subscribers copies of its April issue. Ad Age says the new-fangled item is accompanied by a traditional printed url for readers who don't have NFC-enabled mobile devices. The NFC technology is being deployed in the service of an ad in the magazine for the Lexus GS 2013; readers hold their devices