They still do that on pharma radio spots. Every Boniva commercial I hear: "See our ad in Weight Watchers"!
It sure is cleaver though. If they had to go this route, at least it's entertaining.
There's a legal reason for this. They can't list all of the PI/PPI information on a 30 second radio spot, so they are required by law to have a magazine ad with all of the prescribing information within it.