• Adweek, Tuesday, February 23, 2010 9:30 AM

Some 45 titles representing 15 publishing companies are running ads for the Kia Sorento in their March and April digital editions. They include Hachette Filipacchi Media's Car and Driver, Hearst's Esquire and Active Interest Media's Yoga Journal. The buy launches Zinio's newly created Publisher Advertising Network. Zinio creates digital editions of magazines for personal computers and Apple's iPhone.

The big issue is how ads on the still-nascent iPhone and e-reader platforms will be priced. Zinio said its pricing is based on confirmed views by readers, and that the Kia campaign is expected to reach "hundreds of thousands." In most cases the publisher and Zinio are splitting the revenue 50-50.

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