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Its a Flex app(a bad one at that) using what is normally called a page flipper effect i mind of making one donkeys ago it was rather complex.

Using HTML(5 not required), CSS, and Javascript you can do the same thing
with a modern library like jQuery.

There are bond to be a few tutorials around the internet i have seen some when recreating the effect myself a while back.
 
Page flip idea

Hi,
If you want a really easy life you can create one for free using http://www.yudu.com/
All you need to do is export a PDF from whatever software you are using and the site will create it for you and also host it on their servers. You are stuck the their branding though but you can produce some really nice ones. Here's an example of one, after designing and printing it we created this for our clients website: click me
You'll see some other examples I've embedded in my site below on my portfolio page.
 
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