ime for publishers to make tablet advertising “the project”

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Garcia media reporting:
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Refreshing to read this, as I am a strong believer that publishers are still too centered on subscription models, and, in my experience, not many are contemplating more aggressive ways of attracting advertising.
The catch 22 of the tablet and advertising revenue story, however, is a little more complicated than just deciding to go for the ads.
A majority of the newspaper tablet apps out there are still using advertising in a primitive way: either an imitation of how ads are presented online, or, worse, as they would be presented in a printed edition.
Until we at media houses begin to make Tablet Advertising “the project”, we will not turn the corner.  Let’s get our own ad departments create tablet specific ads, that we can take to specific advertising clients and say: This is how your ad could look if designed for the tablet. We have done it. Here you are. How would you like to appear in our tablet edition?...
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The ads you are showing will be anything but static. There will be action, pop up moments, and storytelling.
As a publisher of a major European daily told me recently:

Indeed, we understand that this is the way to go, Mario, but we just don’t have the resources to do what you are proposing.

Every publishing house MUST find those resources, and learn from The Guardian’s story:  subscriptions to our tablet editions are nice, and they will trickle in, one at a time, but the bigger revenue potential is in the ads.
The writing of this tablet advertising chapter has not even started.  Ironically, this is the one way publishers will hear their cash registers ringing.
http://garciamedia.com/blog/articles/time_for_publishers_to_make_tablet_advertising_the_project/%EF%BB%BF