rolled magazine effect

Does anyone know how this effect was done was it a 3d app that did it or photoshop any help would be greatly appriciated.
http://mediakit.businessweek.com/:confused:

The way I'd do it:
1. Take the picture to be ****ed with..
2. If it's a 'portrait' - shape image (which the example is), I'd rotate it to be horizontal.
3. I'd shear it
4. Add some shades/hilights to it, where they're appropriate.
5. Distort it to be in the perspective in the example
6. Maybe use the liquify thingie to add some randomness. (you might want to do that before the shading)

thanks very much, i'll give it a go:D