In April, we reported the introduction of Apple's advertising platform: iAd. The platform was launched to allow third-party developers to embed advertisements into their applications. The platform is very similar to AdMob, acquired by Google in May, which currently serves a reported 7.1 billion banner and text ads across mobile applications, websites and handsets.

iAd has been directly integrated into Apple's iOS, the operating system currently running the iPhone 4, iPad, iPod Touch and Apple TV.

The Virgin Group recently launched Project, an iPad-only magazine is a free-to-download application, with each issue priced at USD 2.99. The magazine contains short-form content, with videos, slideshows and other interactive media. Additionally, Project has made use of iAd's interactive, audio-visual nature, as evidenced by Lexus's ad which features an in-built video. Other advertisers include Ford UK, American Express and Panasonic.

Project has been advertised as offering both interactive and live content, meaning that buyers will keep coming back for updated content.

Another iPad-only publication, the Daily, has been slated for release in December. To be published by Rupert Murdoch's News Corp, the Daily will be available as a free-to-download application, with each issue priced at USD 0.99. Murdoch has reportedly hired approximately 100 journalists to provide content for the tabloid-styled paper, a team that will be helmed by Jesse Angelo, former managing editor of the New York Post.

The debut of iPad-exclusive publications heralds the possibility of a new medium for advertisers, with the option of providing interactive, engaging brand messages, that appeal to a fairly well-defined demographic.