Like most newspapers and magazines, Sports Illustrated has been wondering how to handle the move to digital and internet distribution.

Some publications are leaning towards iPhone and iPad apps, but the most promising technology in terms of widespread distribution is still the web.

As the video shows, HTML5 has more than enough capability to create a compelling experience for magazine readers. The iPad is a success because people can envision themselves sitting on the train reading a book or magazine.

But as devices like ebook readers and tablets become smaller, lighter and sturdier, and mobile web browsing becomes more and more usable, this will be far more appealing than a closed device-independent application.