If this does not excite you about the true potential behind so-called premium content on tablets, then nothing will. Sure, some of the features TIME is spotlighting here seem overwhelming, even too much of a good thing. But the underlying message here is that the tablet can be used to communicate information in a new and infinitely exciting way. And consumers are ready for this kind of content now. If there is any hope in revitalizing the industry (and there is) digital editions cannot be mere PDF copies of their print counterparts. WIRED Magazine is leading the industry in tablet innovation and one hopes that this is the direction the other heavy hitters are moving in.

But the very notion of the “pay wall” (which currently dominates the conversation surrounding premium content providers on the web like The Wall Street Journal and New York Times) is precisely the problem. People are willing to pay for content. But they also don’t want walls.

Tear down the barriers. Make it easy for consumers to pay for content. Make it easy for them to retrieve that content — from all of their devices. Make subscription packages available. Give people access to all of your channels of content — for one price. Price it competitively ($4.99 for a digital issue does not cut it). And do it now. Look alive! People will pay for content — especially quality content. The problem is not getting people to pay; the problem is the wall.