Dive summary: 

• The Association of Magazine Media revealed that news magazines have experienced significant drops in ad pages in the first half of this year compared to last year; this could be because of missed opportunities by news magazines holding onto old avenues of ad revenue. 
• The biggest differences seem to be in the way news magazines approach iPad sales; many publishers offer iPad as a free extension of print advertising, perhaps missing out on the value, while others believe the iPad ads offer new opportunities. 
• The Atlantic offers tablet-only deals that have no ties to print, while others, like Esquire, say they don't offer iPad only options in their digital offerings because clients aren't asking for them. 

From the article: 

"Meanwhile, Esquire doesn’t sell iPad-only pages, because advertisers aren’t asking for them. Jack Essig, chief revenue officer for Hearst’s men’s group, which publishes Esquire, said the iPad and print versions of the magazine are different – but the ways ads are sold should be the same. Chalk it up to scale. There are 65,000 Esquire iPad subscribers compared to 800,000 print subscribers.

'If we’re having this conversation in two years, [after] we start having real numbers and it’s measured and sell it as such, we’ll be able to break the iPad off as a business,' he said. 'We absolutely sell just print or digital exclusive deals, but not much of anyone is just buying the iPad.'”