Because Apple hasn’t even launched the iPad tablet yet and most publishers and marketing firms still don’t have completed apps, which Apple must first approve, there are many unanswered questions about how it works for readers and advertisers alike.

But because so few marquee spots are available, advertisers are jostling for their place on the iPad, which launches April 3. Time magazine has signed up Fidelity Investments, Unilever, Toyota Motor and three other leading companies, The Wall Street Journal reports. Each Time contract is worth $200,000 apiece. By comparison, The Wall Street Journal has signed up six advertisers, including Coca-Cola and Federal Express, for a four-month advertising package for $400,000.

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