David Emery Online

But that won’t dishearten newspaper and magazine publishers. Because, for all the bluster about iPad “saving media”, their real iPad salvation is this: they can present their editions in much the same old dead-tree format they did before that pesky HTML came along.

“I believe the iPad will be about sitting in front of the TV whilst watching TV, browsing a ‘magazine’,” McCaffrey - whose 2ergo made the apps for The Guardian, Fox News, Arsenal FC and others - told me in an interview. “It will switch on in a second, you’ll be straight in to your content - it will be almost exactly like a magazine that you pick up from the coffee table.”

Yep, brilliant – that’s exactly what we need: glorified PDFs outputted by InDesign.

Bound to work out just fine that strategy. Just fine.