When it comes to publishing apps on the iPad, there are two models: 1) social readers that bring all your realtime news feeds together like Flipboard ; or 2) single-title apps from major publishers like the New Yorker , The Daily or the New York Times . Those two models are also dividing along the lines of subscriptions versus ad-supported/free. In the video above, Flipboard CEO Mike McCue makes the case that in tablet publishing, "the bulk of the revenue will come from advertising." To make his point, he shares some recent numbers from Flipboard, which is seeing more than 10 million "flips per day", up from 3 million two months ago. A "flip" in the app is like a pageview (in the video, he says 10 million flips per day, but later he checked the number and it is actually 11.4 million). Of the 2 million people who have downloaded the Flipboard app to their iPads, I've heard from other sources that about half are active, which would mean that on average each user flips through 10 pages a day.