A lot of publications are adding iPads and other portable devices to their distribution chains. As a result, we're beginning to see some solutions for small- and medium-sized companies that are starting to approach the idea of offering a self-publishing solution. You can always send people a PDF, but that's really not a magazine, and it won't show up in the App Store.
One interesting product is from some former Apple employees who have started MagAppZine. You submit a PDF, and the company quickly converts it to a magazine and submits it to the App Store for you. You can see some customer examples in the App Store here.
Using MagAppZine is not inexpensive, but it's far cheaper than hiring a programmer and managing an App Store submission. Costs are about US$3000 for a magazine, plus charges each time you add a new issue. You get to keep 75% of the revenue if your magazine is a paid creation, MagAppZine gets 25%. That's after the Apple's 30% cut. Naturally, MagAppZine can't guarantee that your app won't get rejected from the App Store, so customers need to understand Apple's rules on content.