Russian agency Fabula (rus) makes money by negotiating product mentions in bestselling fiction books. The image above is the cover of a fiction book by Daria Dontsova, a bestselling crime fiction author. The cover features the sponsoring brand's name in the book title (the title is roughly translated as"Gold Cockerel Sirloin"; Gold Cockerel or Zolotoy Petushok makes TV dinners) and its logo -- the chicken outline on the white card above the roullette. The company's site has a creative brief form (.doc, 2 pages) that potential clients are invited to fill out.
Advertising in Books Comes to the US
Advertising Comes to Textbooks
Electrolux Promotes Products with a Book