Time, Inc. is in the process of developing a digital touch screen magazine format. It is clear that the magazine industry understands the need to move to digital and the need for a great experience.

The obvious first questions are will people read them and more importantly pay to read them. Once we get past those questions, it seems like the true opportunities begin. If a digital magazine experience can be created, it will open new opportunity for advertisers to leverage magazine style creative with the analytics provided by the digital medium. Additionally, this would enable magazine ads to become truly interactive and offer new execution options.