CHICAGO (MarketWatch) -- Newspaper publishers can expand their online audiences and enhance their usefulness to advertisers through Apple Inc.'s new iPad tablet device, but only if they can offer something that truly takes advantage of the technology, experts said Wednesday.
Apple /quotes/comstock/15*!aapl/quotes/nls/aapl (AAPL 205.62, -2.26, -1.09%) unveiled the product Wednesday after months of speculation. It features a 9-inch screen, and can be used to browse the Web and play music and video from iTunes. It also operates every application available at Apple's App Store.
Jobs Demos iBooks on the iPad
The company also announced the new iBooks app for the iPad, which will include books from major and independent publishers.
New York Times Co. /quotes/comstock/13*!nyt/quotes/nls/nyt (NYT 13.23, +0.21, +1.61%) demonstrated its application for the iPad, which features a digital display of story text, photos and videos. Martin Nisenholtz, the company's head of digital operations, said the app "captures the essence and experience of reading a newspaper."
That's going to be the key for any newspaper in the environment Apple has helped to create, according to Sean Reily, director of editorial and business planning for the Los Angeles Times and a 2009-10 Fellow at the Donald W. Reynolds Journalism Institute.
"With what Apple has done now by providing full color, with rich video, people aren't going to be satisfied with just text and a grayscale photo," he said. "They're going to be able to get everything on the iPad that they get online. So it's a chance for newspapers to get that much more exposure, in front of more readers.