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iPad mags: Another publisher blinks

April 11, 2011: 7:35 AM ET

Bloomberg Businessweek joins Maxim, Elle and Popular Science on the iTunes Store

The iTunes magazine subscription list grew by 33% Monday when Bloomberg L.P. agreed to Steve Jobs' terms and began offering subscriptions to the iPad version of Bloomberg Businessweek on the iTunes store.

That makes four magazine publishers willing to give Cupertino 30% of each subscription sold and take the risk that they will never know who bought it.

In return, the publishers will gain access to the 14.8 million potential readers who bought iPads last year and the 40 or 50 million or more who are expected to buy one in 2011.

Most publishers have balked at Apple's (AAPL) subscription terms and instead sell only single issues of selected titles on the iPad.

Below: The Wall Street Journal's list of publishers who have and have not agreed to Apple's terms.

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