For Axel Springer, the largest newspaper publisher in Europe, the iPad offers a chance at redemption for the industry. "For us, digitalization is very important, we've managed to make 24 percent of our revenue from digital so far," says Holm Münstermann, Head of Strategy and Advertising. "With the iPad, we see the second step with digitization."

Newspaper advertising sales are in transition. Relationships still have a big impact on sales, but more advertisers now base decisions on results. And single-medium sales teams are giving way to multimedia sales teams, it emerged during a panel discussion.