• Marketing Pilgrim, Wednesday, May 11, 2011 3:30 PM

Yes, argues Marketing Pilgrim's Cynthia Boris: "Publishers want advertisers to believe that a New Yorker subscriber is a New Yorker subscriber and his eyeballs are worth the same chunk of change whether he's reading the magazine on paper or on a screen. I'm not so sure. It seems to me, that if you want advertisers to get on board with what is little more than an experiment at this point, you have to cut them a deal."

Also weighing in for lower digital ad rates is the fact that for magazines, ad prices are based on circ numbers, "and we know that out of the gate, circulation on the iPad isn't going to be even close to print numbers," Boris writes.

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