Here’s Justin Williams’ advice to magazines on the iPad:

The iPad is a great opportunity to reach beyond traditional paradigms. Explore them and see what works.

There isn’t a single iPad magazine that takes true advantage of the iPad in way that many other apps do. Williams’ criticism of GQ, Esquire and Sports Illustrated are spot on and I agree with every point he makes.

Moreover I have been at the airport and purchased a paper issue of Esquire before because I knew that I wouldn’t have time to download the issue before I had to jump on the plane. That’s just pathetic to think about — especially so compared to how fast I can download (likely) more articles in Instapaper.

So much of the bad magazine experience can be directly tied to the advertising shoved into the magazines.

Fix it.