Sheila Buckley, senior vice president-digital advertising sales at Weather Channel Interactive, says her company has been having "tremendous success" with its iPad platform, noting that about a year after its launch, The Weather Channel has just under 4 million iPad users. Still, she says, "Where is the money? Where is the advertising money. That's been interesting to see how that is evolving."
I think Buckley was using the word "interesting" in the way some sales executives might use the word "frustrating," because despite the huge consumer uptake, Madison Avenue just hasn't formalized budgets around tablet computers.
The main reason, may be that they just don't know how to categorize it.
Apple chief Steve Jobs, of course, has described them as a "third category" device, which was code for, "doesn't fit in anywhere else."
At The Weather Channel, Buckley says, they think of it as a "fourth screen" device that is separate from mobile, but equally important.
"We think of the tablet as a fourth screen. Some people tuck it under mobile," she noted.