I've been part of a preservation project and scanned a LOT of magazines. Generally, it doesn't matter much if you place it on a flat bed or not. Flipping the page manually takes a while either way.
There's already a known way for scanning magazines and books very fast: cut the spine and feed the pages to an automatic scanner. This is of course not applicable to anything you'd like to keep around after scanning, because your copy is destroyed.
All in all, the best way to automate scanning without destroying the item, will have to combine a top level camera with a machine to turn pages. I believe this is what was going on in Google's massive scanning project.
Maybe using x-ray could work for "scanning" some books without having to turn the pages. But I suppose there'll be a new set of problems to solve there.