The iPad magazine advertising model

After contemplating what I wrote below, I started thinking more about ads and what's possible. The major thing is that a reader will probably be able to click through to a website where they can find more info and more advertising. A valuable thing for an advertiser!

So how will publishers structure their ad income? A flat rate as it is now, a click-through cost or a blend of the two? Surely the ability to continue the conversation with the consumer is worth more to the advertiser than just a flat rate. Plus, that distraction take them away from the magazine. It'll be interesting to see how it all pans out.

Will we start seeing ad placement more in books now too?