Penguin working on eBooks for Apple's iPad

"The iPad represents the first real opportunity to create a paid distribution model that will be attractive to consumers. The psychology of payment on tablets is different to the psychology on a PC," said Penguin Books CEO John Makinson at the FT's Digital Media & Broadcasting Conference, which took place in London this week.

As well as a number of children's titles, the publisher also demoed a version of Dorling Kindersley Eyewitness travel guides on Apple's Slate PC, which is expected to be made available in the UK next month.

The travel guides include functions such as the ability to create itineraries for your trip and GPS maps.

Makinson said that 'books' were being redefined and will offer readers "interactive learning experiences".

Penguin expects eBooks to make up 10 percent of its sales next year, compared to the current four percent.