I found this great blog/magazine with a bunch of examples of effective and innovative use of a 2-page magazine spread. Many have an element that must be added to the magazine (like a pull cord), but many accomplish being unique without any added cost.
Take a look - I have to admit I think the wonder bra one is both hilarious and a great example of demonstration.
#1AdTrend magazine's - effective 2-page magazine ads article
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