http://www.adweek.com/aw/content_display/news/digital/e3i472af4f084a4fdef4bac0580288814feThe iPad dreams of magazine publishers could be the latest death by irrational exuberance.
Despite the optimism that greeted the new device, there is a danger that publishers are squandering an opportunity with clunky apps, bad pricing strategies and unsustainable ad tactics.
The iPad itself is on its way to being a hit, although not as quickly as many predicted. Apple disappointed analysts who anticipated it would sell 4.7 million in the fourth quarter by offloading only 4.2 million. All told, 7.5 million units have been sold since April. Clearly, tablets are set to take a chunk of the netbook and desktop computer market. But for now, the market is tiny: about 4 percent of households own a tablet, according to Nielsen -- hardly a mass market.
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