Real ads. Virtual payment.
Joystiq is reporting that EVE Online is accepting ISK, the virtual currency of the game as payment for advertisement in the game's official magazine. Writers for the magazine will also be paid in the virtual currency.
" Eve Online Magazine is the official print magazine of massively multiplayer sci-fi game Eve Online. The magazine’s publishers (also the game’s developers) are taking payment for magazine advertisements in the virtual currency (ISK) used in the game Eve Online. "