Time to start thinking "i" again—this time for the iPad. Like it or not, it's a mobile device, and 120,000 were preordered in the first 24 hours of its release in April. And as of May 3, iPad had already hit 1 million units sold, and 12 million iPad apps and 1.5 million iBooks downloaded. That means iPad is already big—iBig—and if you haven't done so, you'll need to start exploring the marketing terrain in its wild new touchscreen iWorld.

Some ideas: One example of how iPad serves advertising in publishing is Condé Nast's GQ application. In the iPad spin on GQ's April issue, Braun used a click-to-video ad to show how its Series 3 men's razor minimizes skin irritation. The work is clever—and according to Perri Dorset of Condé Nast, premium advertisers have taken note of their iAd possibilities.

"All of our advertisers [in the print magazine] are on the iPad version, including five premium advertisers—Lexus, Gillette, Burberry, Armani Exchange and Braun—who have additional functionalities such as videos or link-backs," Dorset explains.

An indication of where this might be going:

  • The iPhone has been out for a handful of years, and GQ, which also has an iPhone application, managed to sell over 15,000 versions of the magazine on iPhone in January 2010 alone.
  • Observing the number of people clamoring to change their reading habits with iPad, Condé Nast aspires to create apps similar to GQ's for Wired, Glamour, Vanity Fair and The New Yorker.

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