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HI, That is made up of Technology, mixing of Asp, java, xhtml, flash, u can get a full code also, if any doubts or clarifications just mail me, firstname.lastname@example.org
I work at Zmags and can spread some light on this issue.
Our front-end is coded in ActionScript 3. We have a backend system for creating, editing and tracking flash publications which is mainly written in java.
If you only want your flash paper to turn pages, I know there is free scripts out there. But if you search for a little more you should have a look at the Zmag. There are plenty of options to enrich the content and make it crispy.
Zmags - Flash Magazines
Try http://www.pressmo.com You can host ebrochures on your own domain/server, online versions (html), cd version (exe) ...and competitive price (25.0€/33$ for one digital brochure)
...and video tutorial, how to make...