Khoi Vinh, former design director for nytimes.com, says he doesn't see much of a future for magazine iPad apps that are packaged like their print counterparts. "Some folks will continue to like the magazine format, but as social distribution becomes the way we discover and receive more of our content, it won't make sense to sell it in these virtual boxes any more," he tells Jack Marshall. Instead, publishers should try to package content based on relevance, a goal that remains elusive. "The tech startup that can solve that problem will push forward this area of digital publishing in a big way." || Related: High marks for the Guardian's new iPad app (The Ministry of Type)