You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Wait, What the Heck Is a Pop-Up Magazine? ESPN The Magazine and a San Francisco-Based Troupe of Media People Take the Stage in New York. Hilarity (or Something) Ensues! By Simon Dumenco, Published on May 10, 2011 1 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.