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The Digital Publishing Platform being developed by Adobe allows publishers and advertisers to create immersive onscreen experiences that combine the visual impact of print design, the immediacy of touch interaction, and the engagement of interactive elements such as video, audio, animated infographics, 360° views, and more. Because this platform builds on the foundation of Creative Suite 5, it lets magazine design, editorial, and production teams use familiar tools and skills to efficiently create versions for print and a wide range of screens. Integrated analytics will enable publishers to plan editorial content and provide advertisers with accurate, detailed insight into how readers are interacting with stories and ads.

With the release of the iPad, companies with dedicate Apps Powered by PixelMags will be able to offer full-sized, digital versions of their publications, complete with interactive components like video and streaming media, at a fraction of the cost of the hard copy paper versions of their magazines and newspapers. The Apps will be compatible with the iPad, iPhone and iPod Touch.

The growing body of overall information on tablet readership is reinforcing some early impressions that are promising for magazines on tablets, according to Conde Nast. Readers typically swipe through tablet editions from front to back, for example, the same way they work their way through print editions. They browse -- taking in ads as they go -- instead of jumping directly to specific articles the way web surfers do. "Consumer behavior with digital editions of magazines is very much like their behavior with print editions of magazines, and very much unlike their behavior with websites," Mr. McDonald said. Digital-edition readers are also still younger but more affluent than magazines' print readers, Conde Nast said, although the disparity has narrowed as tablet ownership has grown and Amazon and Barnes & Noble have introduced devices that are cheaper than the iPad. And ads with some level of interactivity -- a hotlink at a minimum -- continue to usually hold readers' attention longer than static ads.

The devices seem to be spurring deeper interest in wine and empowering bolder, more confident selections, they say, potentially revolutionizing the psychology of dining’s most intimidating passage.

Interactive wine lists began appearing at a smattering of restaurants as early as 2001, and leading wine analysts have for several years offered recommendations via smartphone applications. But Apple’s introduction in April of the iPad, which approximates a conventional wine list in size, shape and weight, has substantially accelerated the trend.

“It stuns me, but they seem to trust the device more than they trust me, and these are people I’ve waited on for 10 years.”