• by Joe Mandese  @mp_joemandese, January 19, 2011

Special interest magazine publisher (Popular Science, Parenting, Field & Stream and Saveur) is teaming up with ever au current agency CP+B to develop "next-generation advertising formats" for tablet magazines. "The move," the companies said in a statement just released, "addresses a fundamental need in the industry: all-new advertising for all-new advertising platforms."

"It's our aim to further advance digital ads on tablets to make them more entertaining, more informative and more engaging, connecting our audiences with our clients' products and services," Gregg Hano, vice president-group publisher for Bonnier's technology titles, stated. Not surprisingly, the effort will begin with a bit of research: an "immersive" study to, "determine the needs and wants of consumers, publishers and advertisers when it comes to advertising on tablets."

The end goal, the companies said, it to launch a spate of new tablet native ad formats in the late spring of 2011, which will be beta tested, fittingly, on the tablet edition of Popular Science.