OK, so the magazine industry is scrambling to climb onto the e-reader bandwagon. Not that there's anything wrong with that--if you can figure out another way to deliver your product to consumers in a format they favor, why shouldn't you do it? What I still can't figure out, though, is why this model will be any more practical, in business terms, then selling ads in the web versions of these magazines. Why will selling ads in e-reader versions work better?