Until now, Apple has has it pretty well had it all their own way with the iPad, flattening all opposition. But could this new boy, rumoured for next month , change the game?
The publishers' desperation is said by the mag to be because of the "high-handed way Apple has dealt with them" as they negotiate to get their content on the iPad.
Until now there has been no other way for them to go. Apple completely dominates the tablet market. "But the power dynamic might be about to change, says Adweek.
Time and Rodale are among magazine publishers expected to have titles on the Amazon tablet immediately.
The terms will be similar to those of the iPad. Amazon will take a 30 per cent cut, down from a reported demand for 40 percent.
Amazon will also provide readers’ email addresses to publishers - and let users try an app before buying.
Amazon’s" flexibility" could, in turn, lead to more openness from publishers, says Adweek.
Time still hasn’t agreed to Apple's iTunes subscription terms.
There is no doubt that The Amazon price, said to be around $250, has galvanised magazine marketers, believing that the saving over the $499 iPad is right up their street.