The online market is breaking boundaries,  and like every good publisher knows, that’s not something you let pass by your ear and iPad. Public broadcasting giant PBS and publishing tycoon Conde Nast are also aware of that fact, which is exactly what stands behind these two revolutionary moves that push digital media further into the age of pet store holograms.

“PBS rolled out an extensive expansion of its website, featuring an improved back-end, significant increase in national-local integration, expanded video offerings; as well as new iPad and iPhone apps.”

The none-profit organization is  racing forward into the digital world and expands its reach to even more users, which is very good news for everyone who ever wanted to watch Antique Roadshow on-the-go. In addition to an iPad app featuring TV shows (including the new “Circus” series, premiering on the device), PBS also introduces a first all-embracing local-national content integration on its site fusing the two based on visitors’ IP; a mobile video sampling service and a ground-breaking interactive ‘kids’ area’. This roll-out is a very good means to achieve a head start over the competition in the mobile arena, especially with PBS sort of reputation.

When it comes to getting a brand online, Conde Nast is definitely not so far behind. The (among others) digital media phenomenon had recently transferred Style.com to the hands of WWD publisher Fairchild Fashion Group, taking it away from its digital unit. That doesn’t mean Conde Nast isn’t without experience or know-how.  The fashion industry is merely coming into its own within the digital realm, and here are some lessons Conde Nast has learned so far with the iPad.

Fashion retail is an ever-expanding industry, and in the light of it becoming a standalone presence, Conde decided that Style.com would strengthen its popularity even further by moving the top domain under the wing of Fairchild. The transfer is aimed to create a shopper/executive-oriented hybrid publication, bringing out the most of both worlds with millions and millions of unique visitors per month.

But not all print media publishers have transferred easily to the digital realm.  Trouble still looms at the Chicago Tribune, with executives stepping down in the midst of its re-branding efforts.  And even online media house AOL is having problems of its own, unable to retain some of its top editors.

The industry certainly still has its ups and downs, with lots of encouragement and downfalls on both sides of the fence.  This is all part of the media shakeout as digital distribution takes over.