..... as they consider deals to offer digital versions of their products on Apple's upcoming iPad digital media device.

These talks are in early stages and were considered friendly and ongoing, executives familiar with the discussions said. But Apple's proposals could significantly alter business practices that have protected profits over decades, publishers fear.

Ownership of subscriber in-formation and pricing have emerged as key issues.

Apple's practice of sharing with its partners little consumer data beyond sales volume is a problem. "Is it a dealbreaker? It's pretty damn close," said one senior media executive of a major US metropolitan daily newspaper.

Publishers have spent decades collecting information about subscribers such as names, addresses, locations and credit card numbers that influence marketing plans and, in some cases, the content of the publication itself. Apple's policy would separate them from their most valuable asset, publishing executives said.

"We must keep the relationship with our readers," says Sara Öhrvall , senior vice-president of research at Swedish publisher Bonnier, echoing the sentiment of other media executives spoken to by the Financial Times. "That's the only way to make a good magazine."

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