Wired Editor: iPad Most Measurable Advertising Medium

Geoffrey Precourt

The iPad is a "game changer," according to the writer who delivered marketers the concept of "the long tail" and who edits Condé Nast's Wired magazine as his day job.

Chris Anderson, whose "The Long Tail: Why the Future of Business is Selling Less of More" (Hyperion, 2006) remains a best-selling business book four years after its first publication, has spent the last eight months exploring the belly of the new Apple portable beast. And, although Wired will not be added to the list of iPad offerings until the summer of 2010, Anderson and his editorial/design team have worked their way through what will be the first four digital issues. And their product will have much more to do with the legacy of print magazines than their current web companions.