Michael Ancevic, svp, group cd at Mullen, is nearly as excited about Apple's iPad as those in the publishing industry. (The only difference: his future may not depend on it.) While working on an ad that will run in a Conde Nast title on the new tablet -- he declined to name the brand or magazine -- he said, "We felt we were doing something that's going to change everything. ... It's print on steroids. What if that photo came to life? What if you can see different angles of a certain product or demo it? It picks up where print left off."

David Hewitt, mobile practice lead and cd for the Southeast region at SapientNitro, calls it "the most compelling mini-media consumption device" there is. Advertising on it, he adds, is as much about reaching the early influencers as it is about the buzz. "A lot of clients are using this as a first-to-market opportunity," says Hewitt.

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