iPAD DEVELOPERS TARGET PUBLISHERS

Magazine and newspaper publishers in Thailand are increasingly being targeted by global and local iPad application developers, however many are facing tough financial decisions about whether to invest large sums in what is basically an untested market.
In the last two weeks alone I have been approached by three Bangkok-based companies that are offering to take print publications and turn them into an iPad edition - for a price of course. Add to that two overseas companies and you can see how media companies here are being targeted in a big way.
So far just a handful of Thailand-based magazines have developed iPad versions of their print publications. I expect the number to increase over the next few weeks and months, despite the fact that the investment is considerable. Whether they will survive is another matter.
Of course the majority of income from any iPad edition will come from advertising, but because responses to advertising can be clearly defined (in terms of clicks and views) any publisher will need to be certain of attracting a decent number of readers. In print you can exaggerate the number of readers but with an iPad edition you cannot, and without those eyeballs and clicks no advertiser will remain with an iPad magazine for very long.
Personally I am not convinced readers in Thailand are willing to pay similar amounts for their iPad magazines compared to print publications, and without those readers and their clicks the main source of revenue will perish. What do you think?