Lately, we have been discussing the trend of newspaper, book and magazine publishers to convert their content for e-readers. This trend is hoped to reverse the decline in readership and attract new readership. But the glacial decline in readership is not slowing or thawing. For example, the Pew Center for People & the Press recently reported that only 31% of Americans today get their news from the newspaper, as compared to 56% in 1991.

But there is some hope on the horizon. Another conclusion from the Pew Report found a synergy of multiple medias, “instead of replacing traditional news platforms, Americans are increasingly integrating new technologies into their news consumption habits. More than a third (36%) of Americans say they got news from both digital and traditional sources yesterday, just shy of the number who relied solely on traditional sources (39%). Only 9% of Americans got news through the internet and mobile technology without also using traditional sources.”

As a result, more and more publishers are hoping that e-readers will help them survive. After several months in production, publisher Condé Nast has released the first iPad edition of The New Yorker, available through a new app. Subsequent issues are set to launch every Monday, and include the same content as print editions.

In an ironic twist considering all the infighting between Apple and Adobe over flash support in the Apple devices, the new magazine will use the Adobe Digital Magazine platform that powers the pioneering app for Wired's edition rather than the Condé Nast equivalent being used for other magazines with the publisher.

Although the app itself is free, the current issue (October 4, 2010) is a $5 in-app purchase. And as explained in the app FAQs, subscribers to the print magazine don’t currently get access to iPad issues without paying to download them via the app. The digital version costs $4.99 an issue, has an animated cover, slideshows and bonus content including extra cartoons.

If you compare The New Yorker magazine to others, it becomes clear that it has more writing and less pictures than other magazines. This is most likely the reason why the editors sent employees home with iPads asking them to report back on the best layouts and type-sizes for reading a 10,000 word story, The Wall Street Journal reported. According to reports, the font size is slightly larger than in the print version but the result is easier read.

Some bonuses in the current iPad issue include a video tour, an animated cover, extra cartoons and a story reading by Sam Lipsyte. All print advertisers are said to be on board, though some groups have paid for "premium" spots with videos and slideshows. These include Intel, Visa, HSBC, American Express and the Mexican tourism board.

What do you think? Are iPad versions of former printed products good news or bad news?

Howard Fenton is a Senior Consultant at NAPL. Howie advises commercial printers, in-plants, and manufacturers on workflow management, operations, digital services, and customer research.