“We are relentless in serving our customers where they need us, where they want us,” Stewart said, appearing alongside Martha Stewart Living Omnimedia CEO Lisa Gersh at the D: Dive Into Media conference.

Stewart noted that Martha Stewart Living was an early mover into the apps world, and now both it and Everyday Food are digital, with Martha Stewart Weddings and Whole Living adding digital editions this spring.

“I’m very proud of our efforts in that arena,” Stewart said.

Her company, though older than Facebook and Twitter, is still fairly young at 20 years.

“We’re not old-fashioned,” Stewart said. She rejected the idea put forward by Bob Pittman earlier in the day that consumer habits change slowly, noting how quickly the iPad took off.

Stewart, a longtime D: All Things Digital attendee, was an early adopter of computers, getting her first IBM in 1982.

On the TV side, the company has a deal with Hallmark that ends at the end of the year and is evaluating what to do next, whether it is cable or broadcast.

“We’re looking at a number of different formats,” Stewart said.

In addition to traditional formats, Stewart said technologies like bar codes and tablets and phones create even deeper needs for the kinds of how-to content her company produces.

Some things have gone away, such as its “Martha By Mail” catalog business, though the company now has a new online store.

11:34 am: Gersh said that the company is trying to find new ways to make its monthly food magazine more relevant.

“We know our reader is making dinner every night and they want to hear from us,” Gersh said.

The magazine has a daily email newsletter that will be upgraded with video so subscribers can see someone making the recipe.

11:37 am: On the future of her doing a daily TV show:

It’s been a wonderful vehicle for a lot of things, Stewart said. There are a lot of products we have focused on in the show.

“Would you want to sit in make-up and hair for another 10 years?” Stewart said.

Walt: Me? No.

Stewart talked about a lot of other things she is doing, including her new relationship with J.C. Penney and its CEO, former Apple Store head Ron Johnson.

In November and December, the number of online transactions increased by 37 percent, and overall sales jumped by 25 percent. But the average ticket size declined by 9 percent, according to Chase Paymentech, which analyzes information across the top 50 e-commerce retailers.

As it turns out, more consumers are turning to e-commerce for more of their everyday spending, rather than reserving online purchases for big-ticket items.

Here are Chase’s three reasons for the decline:

• More consumers are purchasing digital media, which has a lower price point than most physical goods — MP3s cost less than CDs, e-books cost less than paperbacks, and apps cost less than game cartridges.
• Prices for popular electronics, such as tablets, e-readers and TVs, are falling.
• More retailers are offering free shipping, which eliminates the incentive to fill carts to reach a free-shipping threshold.

EBay, which is the first major e-commerce provider to report Q4 results, confirmed it was also seeing the trend. The company’s payments division, PayPal, reported smaller transactions during the fourth quarter across the merchants it serves.

John Donahoe, eBay’s CEO, explained in an interview that the biggest driver of that trend was eBay’s acquisition of Zong, a mobile payments provider that powers the sale of digital goods. In addition, Donahoe said retailers, including eBay, heavily discounted products in order to drive more purchases this holiday.

Amazon, which is the leading e-commerce provider, also said that it is selling a lot of low-priced digital goods, ranging from e-books to MP3s.

Historically, the company has said that Christmas is the largest day of digital sales on Amazon.com, followed by Dec. 26. In 2010, from Christmas Eve through Dec. 30, Amazon customers purchased three times more digital content — including Kindle books, magazines, movies, TV shows, music and digital games — compared to the weekly average for the year.

Despite transactions declining overall, Chase identified two exceptions: Apparel and footwear rose 6 percent; toys rose 10 percent year over year.

(Amazon photo courtesy of thisisbossi)

And perhaps it has. After the feature launched in October, there were a flurry of press releases and reports about increases in downloads and activity, though every report I saw listed percentage increases, not actual numbers.

But here are some, from Bonnier’s Popular Science mag app, in convenient chart form. The jump you see in the second week of October corresponds with the launch of Newsstand:

The chart comes to us courtesy of Mag+, Bonnier’s tablet-publishing software business. And as Mag+ CEO Staffan Ekholm points out, the really promising indicator for Pop Sci isn’t the one-week sales leap of 13 percent — it’s that the the magazine’s growth picked up after that week, with more velocity.

It’s very easy to caveat this report  – the most obvious thing to point out is that Pop Sci is a title that resonates particularly well with the iTunes market. But it’s still nice to see actual sales data, no matter how anecdotal.

The next thing I’d love to see, though I’m not sure how easy it will be to suss out, is how often readers return to Newsstand apps. In my personal experience, I find that I end up visiting the New York Times’ app much less frequently now that it’s stored in the Newsstand. I wish I could pull it out on its own, so it could sit next to stuff I use all the time, like Instapaper and Twitter. If anyone wants to offer up usage stats, you’ve got an open platform here.

Time Warner’s publishing unit told its employees this afternoon that five magazines — Time, Fortune, Sports Illustrated, People and Real Simple — would be available on the Kindle Fire tomorrow.

The announcement comes after negotiations that dragged on for weeks and continued through Tuesday morning — a process that baffled most of Time Inc.’s peers, who signed on to the new device in time for its September unveiling.

Supposedly, the major stumbling block for Time Inc. was that Amazon has retained the ability to set the retail price for the magazines it sells, which means it could theoretically slash prices or give away the magazines for free. That scenario would be a major bummer for all the publishers who have been diligently trying to convince subscribers and newsstand buyers that they’ve been underpaying for their reading material.

But Amazon has told Time’s competitors, like Condé Nast, Hearst and Meredith, that it doesn’t intend to beat down prices, and that assurance was apparently enough for them. Jeff Bewkes’ company apparently needed more convincing.

This never seemed to be an issue, by the way, with Barnes & Noble and its new Nook tablet; Time Inc. was a part of that gadget’s launch announcement.

Like the titles that Time Inc. sells via the iPad and other Android tablets, access to the Kindle Fire editions will come via bundled deals, where consumers pay a single price and get both paper and digital copies of their magazines.

Here’s the memo that consumer marketing head Steve Sachs sent out at the end of the day:

November 15, 2011
To: Time Inc. Employees
From: Steve Sachs
Re: Time Inc. Titles Now Available on Amazon’s Kindle Fire

I’m pleased to share the news that Time Inc. has just reached a deal with Amazon that will allow subscribers to our magazines to enjoy their subscriptions on the new Kindle Fire. Starting tomorrow, subscribers of FORTUNE, PEOPLE, Real Simple, SPORTS ILLUSTRATED and TIME will be able to access digital editions of these magazines on the Kindle Fire at no additional cost. Other Time Inc. titles will follow shortly.

To date, hundreds of thousands of Time Inc. print subscribers have authenticated to receive their digital editions, with thousands more being added each week. Our agreement with Amazon continues to expand our All Access strategy, adding the Kindle Fire to the growing list of platforms where consumers can enjoy our content, including Apple’s iPad, the Barnes & Noble NOOK Color and NOOK Tablet, the Android Marketplace and Next Issue’s store.

It’s important to note that Time Inc. is the only publisher designing all of its digital magazine apps specifically for tablets. Because we’re producing a rich consumer experience made for each device, our brands translate beautifully — and the Kindle Fire is no exception.

Adding the Amazon launch to our platforms has meant that IT and other dedicated teams have had to work quickly and nimbly. I want to offer a special thanks to all those who have been hard at work bringing our brands to life on tablets.

S.S.

Except when you have to use to the Cloud to get all the media you love.

Confused? Not surprising. Barnes & Noble’s messaging around the Nook, which launched today, is a bit muddled. But let me try to spell it out for you:

Unlike Amazon and its Kindle Fire, Barnes & Noble isn’t marketing its tablet with a proprietary cloud service that will get you access to music, movies and TV shows. Instead, the bookseller is leaving that up to other cloud-based services, like Netflix and Pandora.

But make no mistake — these are cloud-based services. Which means you’re almost always going to need an Internet connection to make them work.

And while Barnes & Noble is playing up the fact that its tablet comes with twice the storage capacity of the Kindle Fire, it doesn’t really think you’ll use that storage for music and video.

That is: You can “sideload” media you own onto the Nook from your PC or another device. But the company doesn’t think you will. It thinks you’ll stream your stuff instead.

In order to move movies and TV shows on the gadget, for instance, you wouldn’t be able to use any digital video you bought from Amazon or Apple. Instead you’d have to get your hands on unencrypted MP4 video files, or something similar. And if you know what that means, or how to do it, you’re not the Nook’s target audience.*

And while it’s possible to move music from your iTunes collection onto the machine, B&N doesn’t think you will do that, either.

Here’s a transcript of the brief exchange I had with B&N CEO William Lynch after his press conference, because I wanted to make sure I understood the company’s take:

Peter Kafka: Do you expect regular users to move media from their device to a Nook, or do you think most of them are going to get music and movies via Pandora and Netflix?

William Lynch: Probably more of the latter. Just because they have most of their libraries … I mean, you have a level of sophisticated user that does the former. But as I said, if you look at Netflix, they have 30 million [sic] subscribers..

Kafka: Right. And if I have music on iTunes, can I move it onto the Nook?

Lynch: You can take your MP3 and MP4 players …

Kafka: So I can convert it to an MP3, and move it …

Lynch: And move it, sideload it.

Kafka: OK. So it’s not really a mainstream use. You expect most people to stream music and movies to the device.

Lynch: That’s right.

After this conversation I triple-checked with B&N’s PR reps, who tell me that customers shouldn’t have to convert iTunes files, because most of them will already be in DRM-free AAC format. But the fact that the company’s CEO thinks they won’t want to sideload anyway is the real takeaway.

[UPDATE: Subscription music service Rhapsody, which will work with the Nook Tablet, tells me users will be able to cache some songs for offline play, so the storage capacity could put to use there. I've asked MOG, another Nook-compatible subscription service, if they're doing offering the same thing.]

There’s nothing wrong with that approach, theoretically. But if you’re not going to store movies on the device, then B&N shouldn’t argue that you could watch 5 HD movies on a long airplane flight, on a single charge, since you wouldn’t have any way of actually getting them (good luck streaming HD movies on airplane wireless). And it shouldn’t tell us that we could watch up to nine hours of video on the machine with wireless off, for the same reason.

It’s also a bit odd for B&N to play up its access to Netflix and Pandora, since those are two of the four apps that Amazon all but promised it would have on the Fire. (To be fair to B&N, it is also offering access to Hulu Plus, and Amazon hasn’t said boo about that.) And again — those are cloud-based services, which means they ought to be careful about reminding us that “people aren’t always connected to the Cloud,” which they did repeatedly throughout their press conference.

Product claims aside, the real story behind the mixed messaging seems to be that B&N still fundamentally views the Nook as a reading device which will let you read the stuff it sells. And you will be able to store lots of that stuff on the Nook, which means you won’t need Internet access to get it.

Digital books, magazines, etc., are a $65 billion to $70 billion market, Lynch said during his press conference. And that’s plenty for him for the time being: “We’re not going to launch something where we don’t think we can add material value just to get into the game.”

Reasonable enough. But Jeff Bezos and company are very much in that game. And if Lynch decides he wants to play later, he’ll have to play catch-up.

*B&N’s target audience is a woman with 2.3 kids, Lynch said after the event. So at the risk of perpetuating a stereotype, I’m going to assume that the advice a B&N rep gave me today — to rip a DRM-free MP4 from a DVD, then port it to the tablet — isn’t the one it’s going to bring up very often in its marketing materials.

Previously a vice president in the mobile-phone maker’s media division, Mr. Linardos will be responsible for increasing sales of Time Inc.’s digital products at a critical time. Magazine publishers are grappling with how to serve the small but fast-growing audience tablet audience while hanging onto more lucrative print readers.

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2011 isn’t 2008, yet. So Barclays analyst Anthony DiClemente doesn’t think the ad business is going to get hammered — he just thinks it’s going to grow less. The exception here is very old print media, like magazines, newspapers and direct mail, in part because of pressure from daily-deal guys like Groupon and Living Social.

Note that Time Warner has already said it has seen weakness at Time Inc. during Q3, and I’ve heard the same from other publishers, as well.

And as with the last go-round, DiClemente (and others) argue that Web advertising will fare best if we really do go into a double dip.

It’s the same argument, too: Ad dollars still haven’t completely followed consumers into the Web, so there’s plenty of growth left, especially when it comes to video, etc. And Web advertising is more efficient than offline, so in a cash crunch, advertisers will have more incentive to use it, etc.

Which may all be true (I hope it is, given where you’re reading this). But also note that both AOL and Yahoo have made noises about softness in display ads this summer. Then again, both of those companies have plenty of their own problems.

The weekly is rolling out an “all-access” plan that kicks in Thursday. It will give readers a chance to purchase bundles that will give them access to the magazine in multiple formats: Print editions delivered to their mailboxes, app versions beamed to their iPads and other tablets, and Web versions at Time.com.

This is the second time Time Inc., Time Warner’s publishing unit, has rolled out a print/digital bundle. Earlier this year it announced a similar “magazines everywhere” package for Sports Illustrated.

You can read pricing details in the press release below. What you won’t see there: News that, along with the bundles, the magazine will put up a paywall on its site which will keep non-subscribers from reading the print version for three months after it hits the newsstand.

If that sounds familiar, there’s a reason. Time.com put up a wall for its print magazine content almost exactly a year ago, and said at that time it would be doing that for most of its titles.

It’s unclear to me when and why the title knocked down its Web barriers — right now, for instance, you can read all of Time’s most recent issue for free — but they are going back up this week, and some Time staffers I’ve heard from are grumbling about the move. But as I’ve said before, it’s likely that the vast majority of Time.com’s visits and page views come from stuff that isn’t in the magazine, and that will continue to be free, so most site visitors may not notice any change at all.

Also worth noting is that while last spring’s Sports Illustrated announcement focused on Time Inc.’s deal to sell magazine subscriptions via Google’s Android platform, today’s news notes that the subscriptions will also work with Apple’s iPad.

That is: Even though Time Inc. isn’t using Apple’s new iTunes subscription service, it’s able to use Apple’s new iTunes subscription terms to deliver iPad subscriptions on its own. Time won’t sell subscriptions to the magazine through iTunes or via the app, but it will encourage readers to head to a Time Inc. Web page to sign up for a bundle. That means the company loses a marketing resource, but retains 100 percent of its subscription revenue, and all of the subscriber information it treasures.

TIME LAUNCHES “ALL ACCESS”
Readers Will Now Pay A One-Time Subscription Fee To Get the Print Edition
Plus Access to Tablet Apps and the New Magazine Channel On TIME.com

(New York, July 19, 2011)—TIME announced today that, starting this week, subscribers
will now pay one price for an “All Access” subscription to TIME magazine content wherever
they want to read it: in print, online and on tablet apps. This subscription model rewards loyal
customers with more choice and quality at no additional cost.

With TIME’s “All Access,” current subscribers to TIME will continue to receive the print
magazine, plus have access to a new paid magazine channel on TIME.com and be able to
download their issues on Apple iPad, HP Touchpad and Samsung Galaxy Tab. The TIME.com
magazine channel will be a paid section of the website that will contain all new magazine
content on an ongoing basis beginning with this week’s issue. Subscribers will activate their “All
Access” accounts using their existing magazine account number or mailing address.

New subscribers will have three options to access TIME magazine content:
1. Subscribe to TIME “All Access” for $30/year and receive 56 print issues, full online
access and all tablet apps
2. Sign up for a 1-week short term pass to access magazine content on TIME.com for $4.99/
week
3. Sign up for a $2.99/month “All Access” subscription. Each month readers get all of the
print editions of TIME, the tablet editions and access to magazine content on TIME.com.
This subscription can be cancelled anytime.

The new magazine channel on TIME.com is one of a series of new content verticals the site
has launched in the past year and a half, including Newsfeed, Swampland, Lightbox, Techland,
Healthland and MoneyLand. TIME.com has 95% original content separate and distinct from
magazine content and has broken multiple traffic records in 2011. In June, the site had 93 million
pages views, up 31% year over year, and 11.3 million unique visitors, up 27% year over year,
according to comScore. TIME is up in ad pages and revenue for the first six months of the year,
up 8.1% in pages and 11.2% in revenue. TIME is the #1 magazine brand on Twitter with more
than 2.6 million followers.

TIME is the second Time Inc. title to launch a subscription plan allowing consumers to pay once
and access their content across multiple platforms. Sports Illustrated announced a similar “All
Access” plan in February 2011.

But many of those same companies tend be much more optimistic about smartphones: The platforms seem manageable and finite, and consumers seem willing to pay for stuff on an iPhone or Android that they’d never shell out for on their laptops.

I think that conventional wisdom is overblown — more wishful than realistic. Still, it’s the conventional wisdom among many media executives I talk to.

Here’s a nice illustration of that, via a new Accenture survey. The consulting firm asked “130 leaders and decision-makers in the Media and Entertainment industry” about their digital content plans, and found a pretty strong consensus — they think consumers and dollars are going to flock to mobile in the next couple years.

What about the iPad and any other tablets? We’ll assume that the big media guys are including tablets in the “mobile/wireless” answer in the second poll question. But note that they’re clearly less enthusiastic about tablets, compared to phones, in the first question.

Accenture notes that if you carve up responses by industry, things change a bit. For instance, publishers who embraced the iPad (and the Kindle, and the Nook) from the get-go think that tablets will be the favorite device for 36 percent of their customers in the near future.

Hogan will take the spot last occupied by Patricia Chui, who was fired by AOL in April.

Hogan, who starts his new job June 26, will wear multiple hats: His official title is “Executive Features Editor”, and his duties also include running AOL TV. But his initial focus will be on Moviefone, which he wants to overhaul.

“We really want to take it from something that is successful as a ticket selling site, and try to make it into a robust gathering place for people who follow the movie industry and people who love movies,” he said. Hogan said he’ll hire fulltime editors and writers to beef up content on the site.

AOL fired Hogan’s predecessor after she distributed a memo informing Moviefone freelancers that their contracts were ending, but that they could contribute to the site as unpaid volunteers. Chui’s defenders said she had been treated unfairly by AOL, which was in the process of overhauling all of its editorial teams after acquiring the Huffington Post.

Hogan says he’s comfortable that any controversy  surrounding Chui’s departure has dissipated. “I talked to the folks there about that situation, and I understood where everybody was coming from,” he said.

Hogan became editor of VF.com in 2008; his most recent title was executive digital editor. (Disclosure: I’ve done freelance work for Vanity Fair in the past and am working on a project for the magazine now.)

Here’s a farewell bouquet from Vanity Fair editor Graydon Carter, via email: “I’ve had the pleasure of watching Michael Hogan hone his editorial skills over the past thirteen years from the assistant’s desk to being head of our digital team. I told him when I moved him to the website, that if he did his job well, he wouldn’t be working for me in three years. He beat the deadline. And he will be missed.”

But there’s another way for magazines to approach the iPad: Sell apps that aren’t magazines.

The idea is to take the publishers’ powerful brands and intellectual capital, and make something that isn’t a digital replica of a print publication.

We’ve started to see these over the last six months, and I think we’re going to see many more. Today’s example: Esquire’s “Hardest Puzzle Ever.”

The app springboards off some brainteasers the Hearst magazine has run in the past, but it’s an entirely new product–half Rubik’s Cube, half trivia game. It’s free, but after the first level you’ll need to shell out $4.99 (once) to keep going; there’s also a free minigame sponsored by Lincoln.

I only got a few seconds with the app the other day, and found it awfully frustrating. But I’m also one of those people who has never, ever solved a Rubik’s Cube without breaking the thing apart, which isn’t really solving it. So maybe this one isn’t for me. (I do like trivia, though! Maybe I needed a “Not the Hardest Puzzle Ever” version.)

In any case, I like that Hearst is taking a crack at this, and that it plans to do other one-offs. It’s easy to imagine an Esquire drinks app, fashion app, etc.

I don’t think that gives you much advantage as a magazine reader to read it on the tablet — in fact less so. It’s a little more difficult. From the publisher’s point of view I would think they’re crazy to encourage it.

Digital unenthusiast Jann Wenner, explaining why he’s not rushing to create special versions of his magazines — US Weekly, Men’s Journal and Rolling Stone — for the iPad or any other tablet. Well worth reading the entire interview in AdAge.

Starting Wednesday, some Samsung Galaxy tablet users will be able to buy app versions of seven magazines, as single copies or monthly subscriptions. The deal comes via Next Issue Media, the “Hulu for Magazines” consortium five big publishers put together to build their own digital newsstand.

This is a cautious first step, with lots of caveats, and Next Issue is taking pains to play down expectations, calling it an “early preview.”

And by my calendar, it’s a bit behind Next Issue’s previously announced plans to have something in the market early this year.

But it’s still something. And you could argue that while the digital magazine market formally kicked off last year when Apple introduced the iPad, it’s been moving pretty slowly since then. So Next Issue really hasn’t missed that much.

Details:

• Four of the consortium’s partners are selling titles: Esquire and Popular Mechanics from Hearst; Fitness and Parents from Meredith; the New Yorker from Conde Nast; and Fortune and Time from Time Warner’s Time Inc. News Corp., the other partner, doesn’t publish any print magazines (they do own this Web site, though).
• Prices are set by publishers, who will be able to offer existing print subscribers free digital editions. For now, though, they can’t offer new subscribers print + digital bundles like the ones that Conde Nast has started selling via iTunes. Next Issue CEO Morgan Guenther says that’s coming, along with the possibility of more interesting offers, like Netflix-style subscriptions that let customers swap titles in and out.
• The titles are only available to Galaxy owners who have bought a model with wireless service from Verizon, which sells the titles through a single app available in its Vcast app store.
• Next Issue plans to offer more magazines, on more devices, in the fall. CEO Morgan Guenther says that by the end of the year the consortium will be selling at least 40 titles, and should also have a version of its app available for HP’s WebOS.
• Apple gives publishers 70 percent of each transaction, and Guenther says magazine publishers will get “at least” that much; device-makers or carriers will split the rest with the consortium.
• Crucially, the publishers will get full access to all subscriber information, including credit card numbers. Apple won’t do that.

Again, these magazines will only be available to a subset of a subset of Android tablet owners, which isn’t that big a market to begin with, for now.

But it is a working demonstration of the concept the consortium promised way back in 2009: A single place to get magazines from multiple publishers, controlled by the publishers themselves.

And theoretically, selling magazines on the terms they want on Android will give the publishers more leverage to get what they want from Apple. But they’re a long way from getting Steve Jobs to back down from his terms–let’s see how sales play out on the two different platforms first.

The result is a new ecosystem of pricing that turns aspects of the old model upside down. For many years, publications charged for print and gave away their digital content free.

Increasingly, publishers are charging premium prices for digital content, betting on a new breed of media consumer willing to pay for content on devices such as Apple Inc.’s iPad, and throwing in print at little or no additional cost.

Last week, for example, the New Yorker introduced a subscription that includes the magazine online and on the iPad for about $60 a year. For just $1 more a month, subscribers can get the magazine in print, too.

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An updated version of that magazine’s iPad app lets users subscribe to the weekly magazine for $5.99 a month, or the equivalent of a $1.50 an issue. That’s a steep discount from the app’s old model, which only sold individual issues for $4.99 a pop.

Conde Nast is selling an annual subscription to the iPad app for $59.99; a yearly subscription to the print version of the magazine costs $69.95. Very important: Conde says print subscribers will get iPad access for free.

At least, I think that’s the case. I’m basing all of this off the New Yorker app’s description in iTunes, but I haven’t been able to get the updated app to work yet on my iPad. The information syncs up, though, with what both AdAge and the New York Post reported last week. (UPDATE: After some futzing about, I’ve got it to work, as advertised. The app still allows you to buy an individual copy for $4.99.)

Assuming Hearst goes through with its plans, Time Warner’s Time Inc. will be the most conspicuous magazine holdout. Time Inc. and Apple just agreed to a deal that allows print subscribers to get app versions of Sports Illustrated, Fortune and Time for free, but they still haven’t agreed to subscription terms–which they’ve been stuck on since last summer.

Other big print publishers who have agreed to Apple’s terms include the New York Times, which has said it will start using iTunes to sell subscriptions in June. In February, Conde also announced it would sell digital editions of its magazines for Google’s Android platform, but has yet to do so.

Publishers–and other media companies–have previously balked at both Apple’s proposed cut–it will take 30 percent of each sale–and its control of subscriber data, including credit card information.

But it’s possible that Apple has backed off some of its original terms. Last week Hearst suggested it had gotten Apple to modify at least some of its conditions. And if that’s the case then Apple may be offering revised terms to all subscription partners. I’ve asked Apple and Conde Nast for comment.

The notion of iPad apps enthralled magazine executives a year ago, but sales have been underwhelming for many titles. One common complaint: Publishers have sold the digital titles at the same price as paper-and-ink versions, while most customers have expected to buy them at a steep discount, and to get them free with existing subscriptions.

Now that big publishers are starting to actually do just that, we’ll see if sales improve.

UPDATE: Just got some clarity on the agreement Conde hammered out with Apple. Apple’s fundamental proposition hasn’t changed, but the publisher has gotten a few concessions out of Steve Jobs and Co. Examples via people familiar with the publisher:

• Apple still controls crucial subscriber information, and only allows Conde Nast to ask for name, zip and email. But the publisher now has two chances to ask for user’s email: The first as a standard opt-in screen, and then again on a screen that asks for email and a password in order to get exclusive content.
• Conde has more flexibility on pricing than Apple originally offered. For instance, at one point, Apple didn’t want the publisher to be able to offer a print+digital bundle at a $10 premium to digital-only, but wanted all prices to be the same (which they will be when GQ offers subscriptions later this month: $19.99 a year for digital-only, or digital + print).
• The agreement extends to international markets, etc.

Small stuff, but important to the publisher. Meanwhile, Apple gets what it wants without giving up much it cares about. Steve Jobs wins.

Starting with their July issues, apps for Esquire, Popular Mechanics and O, The Oprah Magazine, will be available through a new service from Apple that allows customers to sign up for subscriptions inside the apps and get billed automatically. Subscriptions to all three publications will be sold for $1.99 a month or $19.99 a year.

Hearst said it will eventually sell newspaper apps and other content it owns on a subscription basis through iTunes too.

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Squires takes over the CEO role from Brian Jacobs, who founded the company nine years ago.

Akademos also announced that Kohlberg Ventures, which invested in the company three years ago, has increased its stake. It has now put a total of $5 million into the venture.

Akademos sets up “white label” bookstores that sell both physical and digital texts; it also runs textbookx, a direct-to-consumer retail site.

Squires, whose last job was the interim CEO at the Next Issue Media e-magazine joint venture, says he’ll be focused on helping the company work with open source textbooks.

The commercial comes at a time when a feud could be developing between Apple and publishers regarding how books, newspapers and magazine subscriptions are sold on iOS devices.

Whereas Amazon may have to share up to 30 percent of sales on some content with Apple if it was sold on the iPad, it will clearly profit from everything sold on its own hardware.

If I were them, I’d be pushing the Kindle right now, too.

The 30-second spot called “The Book Lives On,” features young hipsters, quite ridiculously holding a Kindle while walking a handrail like a tightrope or jumping through the air.

I guess that means it is durable.

But the more serious moments occur when a woman can’t read her tablet [insert iPad here] in a cafe because the screen has too much glare. Other benefits that are mentioned are that it can be read in bright sunlight and the battery life last for up to a month.

Of course, the Kindle is a single-purpose device used for reading books and other periodicals, whereas the iPad offers a much richer experience for browsing the Web and downloading apps.

?

But in the meantime, I have found the former Time Inc. CEO’s marching orders to the troops, which never got delivered.

The story: Last December, Griffin ordered up 200 double-sided desktop plaques/awards (is there a technical term for these things?) that he wanted distributed to his top executives. For whatever reason, no one actually handed them out, and they’re now sitting in storage somewhere, I’m told.

But I have been able to see one for myself, and now I can share these grainy cameraphone snapshots with you (apologies for shadows, etc). So if you’d like, you can consider them Griffin’s parting words of advice:

By providing us with an easy, intuitive way of viewing and editing documents, tablets are reducing printing demand in the consumer and enterprise markets. And by increasing demand for e-books and digital magazines and newspapers, they’re doing the same thing in the commercial printing market as well. In fact, Morgan Stanley expects a decline of up to two percent in printer supplies revenue in 2011 and a two percent to five percent decline in 2012.

“CIOs in the enterprise space already expect to cut spending on printer supplies in 2011,” the research outfit said in a vast new report on the tablet market. “As the installed base of tablets–a digital document viewer that reduces the need to print both standard black and white documents and expensive color presentations–grows, we expect printed page volumes to shrink. What?’s more, 90% of iPad users already believe they would print less with access to work documents on their tablets.”

Given that, it’s no wonder HP is putting so much effort into the TouchPad. If tablets are reducing printing demand across all market strata, its printing business is clearly going to take a hit. What better way to ease that blow than to sell a tablet of its own?

But Google doesn’t seem to have a problem with that. Which is why Time Inc. just showed off a new subscription option that will work on Android tablets and phones.

As I reported yesterday, Time Inc. hopes to power all of its magazine offerings using this platform, so consider the Sports Illustrated offer that kicks off today a preview of the future.

The broad strokes: Consumers download the magazine app from Google, but go to a Time Inc. Web site to enter their billing info and pick out a subscription option. The three main flavors:

• Print/Digital (Samsung Galaxy/Android Smartphone/Web): $48 annually or $4.99/month
• Digital Only: $3.99/month
• Current print customers will get the digital version for free until the end of their subscription.

Google will keep an undisclosed percentage of the transaction, but that money isn’t crucial to Time Warner’s publishing unit. The data is. (For a good overview of why that matters, check out this essay from former Time Inc. SVP John Squires.)

So now Time Inc., at least, gets what it wants. Will that be enough to make tablet users happy?

Time Inc. executives, along with their counterparts at every other big publisher, believe the reason iPad magazines haven’t taken off so far is that they’ve been selling them at print newsstand prices–a single copy of Sports Illustrated’s iPad app goes for $4.99. All of them pay close attention to the reviews they get from iTunes commenters, who are consistent complainers about price.

“It bums us out when we get reviewed as being a shitty application, simply because it costs too much,” SI Editor Terry McDonell said at the publisher’s news conference this morning.

So why not just slash the price? Because Time Inc. and others really want to sell subscriptions, and they want a big price difference between a single copy and a multi-issue commitment. And now they have one: Four issues of Sports Illustrated on Android costs less than a single copy on your iPad.

But it’s also possible that iPad magazines haven’t taken off yet simply because they’re still replicas, more or less, of paper magazines, with a dash of extra video or other multimedia goodies. And that when push comes to shove, print magazine readers may enjoy reading magazines in print magazine form. And that tablet users may be looking for something else altogether, which doesn’t really exist yet.

And now that price isn’t an issue, we get to find out.

This one will be more limited than yesterday’s announcement: A source tells me Time Inc. is launching a subscription offering on Google’s Android platform for a single title–Sports Illustrated–but that the plan is to expand the program over time.

But in both cases, the subscriptions are to be powered by a platform Time Inc. has built and will operate itself.

Time Inc. has used Sports Illustrated as its Google guinea pig in the past: The magazine was the publisher’s first entry into Google’s Chrome App store late last year.

I don’t have other details for now, except to note that this is separate from the newsstand concept that Next Issue Media, the publishers’ joint venture/consortium, wants to launch this year.

Subscriptions for tablet magazines have been a sore spot for publishers since last summer, when Apple rejected Sports Illustrated’s plans to sell subscriptions for its iPad magazine app. Time Inc. and its parent company Time Warner have been vocal about their disappointment with Apple, and their desire to work with other platforms that will give them the terms they want.

Designed to offer consumers content based on their interests, Livestand is a sort of personalized digital newsstand for tablets. It will feature content from Yahoo! Sports, Yahoo! News, Flickr and celebrity gossip site OMG, and it will customize that content according to user preference as well as time of day. “Tablets are great for a laid-back experience, but most magazine content remains trapped online,” Irving said this morning . “But consumers don’t want a digitized magazine. They want rich media, they want connections beyond just commenting.”

Which is what Yahoo is trying to give them in Livestand. The platform will be integrated with Yahoo! Finance as well as Yahoo! Mail, and it will support content sharing and commenting. “We see this as the next generation of Yahoo and we’re putting the full force of Yahoo behind it,” Irving said.

The hope here, of course, is that this will play well with advertisers dissapointed by shallow digital experiences. “You don’t exactly curl up with your PC, the way you do with a magazine,” said Irving. “With Livestand, brands can finally match the intimacy that magazines once brought to their audiences.” That means offering them ads that adapt and respond to user interaction and the tools to create “a TV-like ad experience.”

Yahoo Livestand will debut on iOS and Android in the first half of 2011. No word yet on subscription pricing.