Second to gaming, the electronic magazine reader Zinio is the one of the most in demand applications for iPhone. Apparently subscribers are offered the service for free, but must access it through the internet on their iPhone.

Hachette Filipacchi Media US is already on board with a number of their titles. I'm not sure yet how this will affect publishers on the whole but it sure is neat if you have and iPhone.

Interesting commentary about it on The Thread.