Well its really a catalogue (not a magazine) for a trade show:

The organiser wanted us to produce the catalogue with no option for ‘single page’ views. When I overheard discussion of this request, I assumed that it would not be practical, but I am pleased to say that the Exact Editions platform can be adapted to meet this slightly unusual request.

Why would the customer want this? His principal reason was that he wanted to make sure that his advertisers would get maximum exposure and was concerned that browsing users might simply skip all the single pages devoted to ads.