A funny thing happened on the way to the focus group research on iPad magazine apps. The readers actually asked to see those ads again. For this month's issue of Media magazine, I covered the magazine industry's enthusiasm for tablet platforms. Both Sports Illustrated's content chief Terry McDonnell and Jerry Beilinson, deputy editor of Popular Mechanics, related having the same unprecedented experience in their iPad focus groups. The testers asked to go back and see the ads again. It surprised both of them. In research like this, "you don't see that," says Beilinson.