The Morning Lowdown 09.16.10

»  Publishers, your prayers may soon be answered: Apple (NSDQ: AAPL) is prepping a subscription plan for newspapers, and according to Roger Fidler, head of digital publishing at the Donald W. Reynolds Journalism Institute, the company will probably take a 30 percent cut of all subs sold through the iTunes App Store, and as much as 40 percent of the ad revenue from publications’ apps. [Mercury News]

»  Display ad net Brand.net is attempting to create a quasi-futures market around online media buys. It’s unveiling a new buying platform that lets advertisers purchase pageviews at preset prices. The tool forecasts what prices for online ads will be at a future date within a particular category, such as entertainment or automobiles. [AdAge]

»  CNBC (NYSE: GE) has officially rolled out a blog offering the “low-down and the high-jinx” of Wall Street called NetNet and is headed by former Clusterstock editor John Carney. CNBC’s Meredith (NYSE: MDP) Stark says more blogs are in the works. [Business Insider]

»  For those media reporters who have had trouble spelling “Hachette Filipacchi Media U.S.,” you’re in luck: the publisher of Elle is rebranding as simply HFMUS and has a new, sleeker icon to boot. Of course, this will have absolutely nothing to do with driving ad revenues or subscriptions. [Mediaweek]

»  Have you ever noticed that most TV show websites don’t really offer much more than what’s already broadcasted? Well, CBS’ 60 Minutes is finally getting its own dedicated site which will show bonus coverage and take viewers behind the scenes of how each week