I was asked to give my take of the new publication The Daily for The Apple iPad, the result of a partnership between Apple's Steve Jobs and Rupert Murdoch of News Corporation. It's an exciting new development in news media but I don't think it's going to last in its current form. There are some problems. First, people need an iPad to get it. Second, they have to pay $39 to keep it past two weeks. Also, The Daily lacks a diverse staff - the photo showing the people behind the Daily reveals mostly white men - readers want more people of color. The fact is news is consumed as much by what the people look like as the content. In fact that's part of the content. A diverse staff says the publications "hip," cool," and "modern." That's not the message The Daily sends. Still, it's an exciting new addition to the media landscape. While I don't think it's current plan is a good one, it will be interesting to see where it goes. Distributed by Tubemogul.