Article Courtesy of www.btobonline.com

Apple Inc.'s iPad, which officially debuted April 3, may be just the thing to revive b2b magazine advertising, some observers say.

Obviously, the iPad's potential for helping the magazine industry remains an open question. Nonetheless, there is much data, research and opinion indicating that it and other tablet devices may help remake the way trade publishers sell advertising.

“We feel it's an exciting, new, major media platform, and it can't be ignored,” said Jason Snell, editor of IDG's Macworld, which is developing an iPad app.

The iPad itself, which was well-received enough to sell 300,000 units on its first day of availability, will likely impact how digital content is consumed.

For one thing, with its vertically oriented, color screen that mimics the size of a single magazine page, the iPad is seen in some circles as an ideal device for reading digital magazines.

While digital editions have been available for years, they've been more popular with publishing companies—which can maintain circulation without paying for paper, printing and postage—than readers. This is especially true for on-the-go readers, for whom reading a digital edition on horizontally oriented laptop screens has been a less-than-optimal experience.

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