IPad Mags Need A New Blueprint

Having to download PDFs to read a magazine or newspaper online is real nasty. Just goes to show how much techincal expertise the media publication houses have with them currently.

A lighter format[in terms of size] which also supports social media sharing would be the right thing to bring the magazine experience to the iPad.

I wonder if anyone out there is actually making a publishing platform for the iPad.[or did I miss it here?]