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外文资料 Can the iPad Save the Advertising Industry? One of the big questions surrounding the iPad is whether it will do for the publishing industry what the iPod/iTunes combination did for the music industry. The quick answer is probably, but keep in mind the fact that the iPod didnt save the music industry as much as radically change it. In terms of sales, the iPod unquestionably helped. However, it also profoundly affected the balance of power of those within it; musicians, music companies and consumers. A better question is whether the iPad can save the advertising industry, and the answer is that it probably will. With the iPad revolution, the change in the balance of power this time is between advertisers, publishers and consumers. Even at this point, it seems likely the biggest winners will be advertisers, and for several reasons.　　A whole new ballgame The iPad is the first e-reader to offer a full color display and a screen close in size to the standard magazine page size. This by itself is major milestone, but when combined with the Apple online iTunes store business model, it becomes a game changing innovation. Add the potential the iPad has to link to ad servers to offer ads customized for the individual reader, and you have a full blown technological revolution.　　The iPad format revolution One of the key aspects of the iPad is that it will allow advertisers to use their existing standard size marketing material, drastically reducing the cost of launching an iPad based campaign. Until now, any advertiser wanting to reach consumers on the move had to contend with a very small screen size and a variety of layouts with which to display their advertising and catalogs. This not only limited the effectiveness of the advertising, it also added the additional cost of creating or modifying existing material to fit an assortment of screen sizes and layouts. The iPad changes the entire layout cost equation in advertisers favor.　　Expect a new diversity of magazines Wh