Advertising: Find Jay-Z’s Memoir at a Bookstore, or on a Billboard from NYT > Books by By ANDREW ADAM NEWMAN

PRINT advertising by publishing houses tends to boast about books that are being bold and original, but that can seldom be said of the ads themselves, which generally consist of ho-hum photographs of the book and author, a brief description of the subject matter and laudatory blurbs. Pages of Jay-Z’s memoir will be reproduced in public areas around the country and beyond. But a new campaign for “Decoded,” the memoir by the hip-hop performer Jay-Z, promises to be a real head-turner. Beginning Monday, reproductions of entire pages of the book will appear unannounced in locales referred to in those pages. “If in certain pages Jay-Z is talking about something related to Times Square, then those pages might be on billboards in Times Square,” said David Droga, creative chairman Droga5, the New York agency heading the campaign. Mr. Droga declined to reveal locations beforehand (including the veracity of the Times Square example), but did describe the campaign in oblique terms.

So, we all can't wait for the web marketers, IM'ers, SEO'ers to make their way out to the brick and mortar world this way. Read the full NYT story here.