The new Will Ferrell comedy about a NASCAR driver figures prominently in both the editorial and advertising sections of the Aug. 4 issue of The Sporting News.

An excerpt from the NYT:

Subscriber copies of the Aug. 4 issue of The Sporting News are covered by a fake wraparound cover promoting “Talladega Nights: The Ballad of Ricky Bobby,” from Columbia Pictures, which stars Will Ferrell as a champion Nascar driver.

What is perhaps more confusing is that the real cover, found underneath the wraparound, also has a small picture of Mr. Ferrell, with the line “Ricky Bobby tells all!” Four pages of editorial content mention the movie, including a two-page article by the associate editor, Matt Crossman, about his experience of being an extra in the film, and a “week ahead in sports” item that notes the film’s Aug. 4 debut.

The most unusual crossover, however, comes next to the magazine’s masthead. The “My Turn” column, which often features celebrities or other pop-culture figures, is attributed to the character of Ricky Bobby, and appears with two photographs of Mr. Ferrell in character.

The column, which never refers to the film’s full title, is presented as straight editorial content, without any disclaimers or additional bylines.