The Morning Lowdown 03-30-11

»  Bonnier’s Popular Science iPad edition has sold 10,000 subscriptions — but only Apple (NSDQ: AAPL) knows who they are. (AdAge)

»  Former Condé Nast Gourmet editor Ruth Reichl is working on a foodie site for Gilt Groupe (NY Observer)

»  Mediabrands CFO Jeff Lupinacci said an exclusive deal with Nielsen will allow the IPG media buying unit to continue moving in the direction of performance-based compensation, making it less reliant on sales data from its clients. (Mediapost)

»  What’s Project Thunderdome, you ask? Inside Jim Brady’s new job at Journal Register Company (Nieman Labs; check out paidContent’s coverage of Brady’s hiring here)

»  Oprah ‘tweets’ in a bid for viewers (Media Decoder)

»  What Larry Page really needs to do to return Google (NSDQ: GOOG) to its startup roots (Slacy)

»  What Is The Biggest Misconception About The Use Of Data For Ad Targeting? (AdExchanger)

»  How To Start Your Own Local News Site: Tips From a Berkeleyside Co-Founder (10,000 Words)

»  Jarvis solves the case of the missing Carr tweet (Romenesko)

»  The iPad is a badge, not a product. (The Independent)