iPad magic saving the paper world.

Read today that Richard Branson, or excuse me, Sir Richard Branson and his Virgin is launching a magazine only for iPad. Tuesday next week there will be a press conference in New York about "Project", the working title of the project.

Virgin has done virtually everything else in media but magazine publishing, and perhaps the timing is connected to a new subscription solution that Apple is launching for iPad. But it's most likely also connected to the fact that Branson wants the Apple magic to rub off onto Virgin and himself.

But Branson is obviously not the only one to spot a business and brand opportunity. Most major news conglomerates are lining up to create iPad versions of the dying paper dittos.

And, by the way, we are still awaiting Rupert Murdoch and News Corp's The Daily, said to launch in December.