MAGAZINES FOR THE iPAD

A few weeks ago I met a representative from Stockholm-based magazine publisher Bonnier. The company has more than 150 magazines and, looking at the work they've been doing for the past six months, they're at the forefront of developments for providing a print-style reading experience for the iPad. Whether something like this will work remains to be seen.
Pricing will be a key factor, but this is essentially a new product requiring new designers and new writers - and this at a time when many publishers are looking to cut costs and not increase them. Anyone expecting something like this to be cheaper than print is going to be disappointed, and anyone expecting every magazine to be available in this kind of format in the near future will be similarly disappointed.
From a publishers perspective there are so many 'digital' platforms. Which are we going to focus on? What works on one will likely not transfer to anyone easily. Are we will to gamble that readers and advertisers will pay, in significant numbers, for an investment in an iPad edition to work.