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Yeah, I totally hear you. This strikes me as "the quickest thing we can get out immediately," not anything that rethinks what it means to have content on a new kind of device (or, really, anything that involves much thought at all).
Have you checked out Zinio? I don't read enough magazines to make subscriptions worthwhile, but depending on your price threshold, this could be something along the lines of what you're looking for. It keeps your magazine subscriptions in one place and lets you know when you have new issues (the home screen icon updates with a number, like Mail, when you have unread magazines).
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Apr 26, 2010