Tablets pose the biggest opportunity publishers have had for a long time and offer new possibilities for making money, according to Staffan Ekholm from Bonnier’s Moving Media+.

Speaking at today’s Mobile Media Strategies event Ekholm said tablet apps are now in a “crawling” developmental stage, and likened their position to where the web was in 1996 and 1997.

“Tablets are not just another device and channel,” he told publishers at the event, “you have to recreate the experience, packaging and marketing.”

He said the best people to drive the creation of tablet magazines and apps are the creatives, but with editors having total control in the content.

“If you are starting from scratch with a tablet app, think freely,” he said, but warned moving from print can be more problematic.

He encouraged publishes to be aware of the possibilities for engaging advertising, including using HTML5.

And the future of magazine tablet publishing? “It is all about products,” he said.