Publishers do need options for ipad magazine editions.  Perhaps not just magazine apps but other options such as the HTML5 option from Scribd which we may see as another presentation option.

With publishers’ budgets and resources fairly limited, online document marketplace Scribd hopes that instead of devoting the time and fees to working with major content design firms, magazines will simply let it create an HTML5 app for them in a matter of minutes. The only price: Scribd wants a share of the ad revenues.

via Scribd: Publishers Are Wasting Time, Money, Effort In Creating iPad Apps | paidContent.

Apps should deliver brand extension value and not just the latest digital or tablet magazine edition.  What are your thoughts?