Media is no longer static -- it's not just about the words on the page (although with as much competition as exists out there, those words are even more important than ever).

ENGADGET: Allow me to reintroduce myself

And expect rich media and video to replace static banners so that users can view trailers or play a mini-game before they commit to a download.

FORBES: Game Developers Power-Up their Marketing Weapons

In the Media Lab's implementation, an iPad is used to display a static news page with flashing colored bands at the top, representing just a few vertical pixels on the LCD.

ENGADGET: NewsFlash uses high-frequency light to transmit data from iPad to smartphone, we go hands-on (video)