When Apple announced their digital subscription rules and locked down the iPad, publishers weren't exactly rushing to bring their subscriptions over. And then all of a sudden Conde Nast, Hearst, and Time Inc brought their magazines to the iPad. What changed?

According to Forbes, the biggest hurdle for publishers wasn't the 30% cut that Apple was going to take away from them, but rather the lack of information on the subscribers. They were worried that because users get to 'opt in' to giving up their personal information that nobody would do it. They were wrong. In fact, 50% of subscribers have been giving publishers their information.

Having that sort of basic subscriber info is necessary for publishers to do business. Now that they find Apple's terms workable, it wouldn't be a surprise to see more and more magazines come over to the iPad with agreeable deals. Which is a very good thing for people like me who prefer to read (and kill my eyes) on a screen. [Forbes]