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What Jobs did is sell the idea that the newspaper/magazine publishers can finally monetize their content. Some of the publishers bought into it, and now will be making iPad versions of their product.
I am not at all sure it will fly. It's the same concept as Apple TV: Let us sell you something through iTunes, which you can get elsewhere for free - legally. A few may go for it, but most will not.
This is in fact the whole concept behind the iPad: monetize publications, monetize video, monetize audio and monetize apps and games. Much of it stuff you could get elsewhere for free, if you were not locked in a walled garden, and if you had Flash.
My take is, many may try it, but after the initial rush, all these subscriptions will start petering out, advertisers will figure out that Steve can't deliver enough of the paying faithful on a small niche, locked-down, platform, and at the end we'll all go back to the ad-supported pages of today.
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